Rob passes on a great story from Chris Matyszczyk at cnet about Ikea's campaign to launch a new store in Malmo.

They opened a Facebook profile for the store manager and started uploading pictures of IKEA furniture. And announced that the first person to tag their name to a product in the pictures, won it. The result?

Before Facebook could take credit for its own wonderful ingenuity in creating the world's most needed Web site, thousands of Swedes were spreading pictures of IKEA showrooms all around the personal galaxy known as their profile pages.