# IKEA: U up?

> IKEA’s late-night mattress DMs sparked rival ads; Rethink reported a 36% sales rise.

- Owner: IKEA Canada
- Kind: Campaign
- Sector: Home & lifestyle
- Seed date: 2025-02-14
- Peak date: Week of Feb 21, 2025
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 36 (Niche, provisional), v1.2
- Mechanics: Response chain, Transgression, Platform jump, Pairing, Newsjacking

## Summary

IKEA Canada sent late-night mattress offers on Valentine’s Day. Durex replied, while Sleep Country and The Brick bought reply billboards. A Sleep Country ad reached Reddit through Facebook. Rethink later reported higher mattress sales.

## Timeline

- 2025-02-10 — IKEA Canada (Retail) — IKEA’s mattress and sleep-product promotion began before the late-night DM stunt.
- 2025-02-14 — IKEA Canada / Rethink (Instagram) — IKEA Canada sent “u up?” DMs and offered respondents discounted or free mattresses.
- 2025-02-14 — IKEA Canada / Carat (Retail) — IKEA bought overnight billboard placements near its downtown Toronto store, facing condo residents.

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-u-up

Cite as: How It Spread (2026). “IKEA: U up?.” Case HIS-00368. Spread Score v1.2: 36/100. Updated 2026-10-17. https://howitspread.com/id/HIS-00368