IKEA’s “No empty chairs at Christmas” concept was designed to help everyone find a place to celebrate. Six weeks before Christmas, we launched a non-commercial platform as an IKEA microsite to bring people together: those who were looking at having to spend Christmas alone and those hosting a Christmas party. They could log in as guests or hosts and were matched at a virtual table on www.noemptychairs.ch.

Plenty of media attention all across Switzerland. More than 200 blogs mentioned our initiative. Over 1100 guests and hosts registered on the web platform and finally met up to celebrate Christmas together. And people from 16 other countries asked IKEA to offer a similar platform in their countries next year.

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