In a campaign to promote IKEA MALM beds, ad agency Droga5 created the 'Hot Malm' website. Imitating adult video sites, Hot Malm presents beds in suggestive situations. The agency created a series of hilarious puns that mock erotica while promoting IKEA beds. According to the website's description, "Hot new Malms are being stripped down, screwed and laid by the thousands every day, and it's our mission to expose them."
Accompanying the pun-based titles are appropriate bed thumbnails. Though the Hot Malm website is fairly realistic, video links actually lead to IKEA's online store.
In addition to mimicking traditional adult video sites, Hot Malm also has a live webcam section. Upon clicking on the 'Live Web Malms' option, users are brought to a live stream of a MALM bed in the dark.
Stats for Frisky Bed-Fetishizing Platforms
Trending: Older & Mild
Research: 493 clicks in 149 w
Interest: 0.5 minutes
Concept: Hot Malm
Related: 73 examples / 56 photos
Segment: Males, 18-55
Comparison Set: 27 similar articles, including: adult-only geometry, explicit office accessories, and found art perversions.
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