IKEA agreed to let comedian and filmmaker Mark Malkoff live in their store for a week while his New York city apartment was being fumigated.
Mark has flipped the typical scenario of a brand using a celebrity or sports star to endorse their products, and instead, he is using a brand to promote himself.
Mark set up the website www.MarkLivesInIkea.com, and has posted nearly two dozen videos on it so far. He is also inviting people to become his friend on MySpace and Facebook.
Mark’s IKEA adventure has already been written about in the Washington Post and he has also been featured on ABC’s World News Tonight. I’m sure Ikea doesn’t mind the free PR, and neither does Mark.
Here is Mark’s first IKEA video.
Mark Lives in IKEA
Another thing you can’t help but notice on the web page is a plug for Lisa Loeb’s new double disk album. What does a New York comedian, IKEA, and Lisa Loeb have in common? The same target audience of course. Here is Mark’s latest IKEA video featuring Lisa Loeb.
Lisa Loeb Plays for Mark in IKEA
Mark’s first brush with internet fame came when he made a video of himself visiting all 171 Starbucks locations in New York city. Mark is using a tactic that many savvy internet marketers already know. Associating yourself with well known brands can be an instant source of credibility.
171 Starbucks
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