That's why IKEA's recent Facebook campaign is so awesome. The Swedish furniture company opened a new store in Malmo, Sweden and rather than spread the word the old-fashioned way, they decided to go directly to the people using Facebook.
This video describes the campaign in detail:
An account was created for the store manager at the Malmo store. Over a two-week period, showroom images were uploaded to his Facebook photo album. Using the all-popular "tagging" feature, customers were able to locate items in the pictures and put their name on it. The first person to tag an object got to take it home.
The word spread through Facebook and users started embedding links and images in their own profiles and across news feeds. In turn, thousands and thousands of users willingly promoted IKEA and its new store to others, creating a big win for IKEA.