# IKEA Game of Throws

> IKEA reported 778 million impressions for its Game of Thrones rug-cape response.

- Owner: IKEA
- Kind: Campaign
- Sector: Home & lifestyle
- Seed date: 2017-08-07
- Milestone date: Week of Aug 17, 2017
- Date basis: Documented milestone; not a measured attention peak. Dates use the stated precision; chart positions are date anchors.
- Spread Score: 41 (Notable), v1.2
- Mechanics: Newsjacking, Platform jump, Press loop, Visible in use, Response chain

## Summary

IKEA 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.

## Timeline

- 2017-08-07 — Architectural Digest (Press) — Architectural Digest reported Michele Clapton’s revelation that Night’s Watch capes used IKEA rugs.
- 2017-08-07 — @IKEAUK (X) — IKEA UK posted Wembley staff wearing rug capes to X and Facebook and sent the photos to the media.
- 2017-08-07 — @IKEAUK (X) — IKEA UK asked users to share their own #gameofthrows in a reply to its seed post.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/ikea-game-of-throws

Cite as: How It Spread (2026). “IKEA Game of Throws.” Case HIS-00225. Spread Score v1.2: 41/100. Updated 2026-10-13. https://howitspread.com/id/HIS-00225