Popular retail outlet Ikea is tapping into the consumer-generated content craze with a new promotion looking for people with innovative ways of making a bed.

The company is partnering with online video-hosting firm Shycast and asking people to submit videos of themselves making a bed, MediaPost reports. Specifically, Ikea is looking for people who "break the rules" of bed making. The winning submission gets a $5,000 prize.

Shycast is a relatively new company that is reportedly more interested in partnering with companies for promotions than seeking straight advertising dollars.

In addition to the just-launched Ikea contest, it has upcoming deals with Unilever and other marketers.