HBO's Game of Thrones is a internet phenomenum that has captivated audiences round the world with such passion that rivals like Big Bang Theory and Community can only hope to achieve. 

 

IKEA, a furniture store, might seem completely unrelated to a hit TV show, but nothing can be further from the truth. Game of Thrones is often watched (or read) in the comfort of homes, and thus by extension, possibly on a IKEA sofa, a chair, or bed. 

 

Because the fans of Game Of Thrones are so often ardent and often hold intense conversations with other Game of Thrones fan, by displaying some knowledge about the show and heavily referencing it, IKEA has the opportunity to show that it's young and very much in touch with current trends. 

 

Which is exactly what a large portion of IKEA's target market is: young families.