IKEA - Sweden's Sleepiest Contest
Campaign

How long can a person stay awake in IKEA's new Sultan beds? The answer is 25 hours and 49 minutes. In conjunction with the launch of the new beds, a competition between six ordinary Swedes took place. The contest was broadcast live online and viewers could constantly interact with the program. For example, organized votes took place on which participant would receive a reward or a punishment. A reward could be that a participant was entertained by a group of violin-playing children, which made ​​you perk up a bit. A penalty could be to hear a bedtime story.