IKEA reported 778 million impressions for its Game of Thrones rug-cape response.
IKEA UK
@IKEAUK · Aug 7, 2017
‘Night gathers, and now my watch begins…’ The loyal SKOLD rug – as worn by the IKEA Night’s Watch po.st/0VSRK4
Spread Score
How it worksNumbers
- Global campaign impressions, IKEA claim reported by Marketing Week
- 778M
- As of Aug 21, 2017 · Self-reported · Marketing Week
- Milestone date
- Week of Aug 17, 2017
- Aug 7 ’17 to Week of Aug 17, 2017
- Platforms
- 7
- Started on X
- Origin
- Seeded
- Home & lifestyle
How it spread
Trace the originIKEA photographed staff in rug capes after news about Game of Thrones costumes. Television coverage, Norway’s cape guide, Reddit and YouTube tutorials followed. IKEA reported 778 million global impressions and a sales benefit without publishing sales figures.
Documented milestone; not a measured attention peak. Dates use the stated precision; chart positions are date anchors.
13 more events on this chart
Join free to see themTimeline (16)
August 2017
Architectural Digest precursor · Aug 7 ’17
Architectural Digest reported Michele Clapton’s revelation that Night’s Watch capes used IKEA rugs.[1]
Changelogupdated Oct 12 ’26
- Added: 16 events, 27 sources · Score 39
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