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In North America, a ‘u up?’ message is the classic late-night text people send when they want to hook up. So to reach Canadians who need a new mattress, IKEA slid into the DMs of Canadians with the infamous, late-night message. But instead of a hook-up, anyone who was awake and responded got hooked up with a free or discounted mattress to help them get some sleep. Turning a cheeky message into a way of directly targeting people who were the most likely to need a new mattress.