This social media campaign by Forsman and Bodenfors to promote IKEA’s new store in Malmo, Swenden was clever in part because it used Facebook’s existing (and familiar) photo tagging feature as well as the social network’s inherent viral capacity but, unfortunately, if you were to mimic this idea for yourself your profile would be promptly deleted.  Such a “contest” would make Facebook culpable which clearly violates social network’s Promotions Guidelines. Love the concept though but would rethink it as a proper Facebook Canvas Page or Wildfire App.