Marie just told me about MarklivesinIkea.com. Mark is a comedian and filmmaker who had nowhere to stay for a week, so approached Ikea to live in their store. Innovative!
In return, he films it, and provides interesting content. Here's why I think Ikea are very smart to take this on:
* It's short-term
* It's win-win
* It's a great story
* That story will stick around, even when Mark gets to move back into his apartment
* It's funny, and as marketing guru John McEnroe said, "You cannot be serious"
* Mark's already got the production capacity, and (presumably) an audience
It's also great for Mark's personal brand. Like I said, win-win. How many other, similar opportunities are lying around near you today?
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