One of my favorite ideas ever. We set up living rooms and encouraged people to steal them (the premise being buying the stuff at IKEA was pretty much the same as stealing). The first 'room' was gone in 8 minutes. We thought we had failed. But when it made the evening news, we realized we got about $100,000 of media coverage for our client for about $4,000. IKEA went on to do this many, many more times.