Ikea Marketing Strategy: Mobile, Social, Brilliant.
Posted on 28. Nov, 2009 by Antonella Stellacci in Mobile Augmented Reality, Trends
You might not love Ikea’s furniture, but you can’t deny that Ikea’s marketing strategy is nothing but brilliant: a cutting-edge blend of mobile, emerging technologies and social media.
Mobile Augmented Reality App
You see something, you like it. You don’t buy it! Why? The most common reason is that you can’t picture it in your own house. Visual memory is not a common talent, planning by the sheer power of imagination is even rarer.
The Ikea mobile application, dubbed Portable Interior Planner, is your new bionic eye. With a very clean and easy-to-use interface, it gives customers the ability to see exactly how the new designs will look in their home. And to do this, it uses mobile augmented reality features.
Here’s how it works:
- The application has images of the new PS line. Choose a product, select “Take a Picture” and aim the camera of the phone where you’re planning to place the new piece of furniture.
- When you do so, the piece of furniture is superimposed on top of the room viewed through the camera. Furniture pieces are also scaled to size, so that the proportions of the piece are not distorted.By using keys on the handset, you can move the piece of furniture in different directions.
- Once you’re happy with the result, you can use the camera to take a picture of the scene. The photo can either be saved on the phone, or sent via MMS directly from within the application.
For the German launch of the PS line, Ikea distributed the mobile application in three ways:
- In-store through posters urging customers to send a free text message to receive a link to download the application.
- On the Ikea website
- Through Bluetooth pillars installed in certain stores.
Mobile Coupons and Loyalty Programs
How do you keep customers informed, improve their lifetime value and loyalty? Run a monthly contest, offer something valuable as a prize, get your customers to opt-in, and then form a community of loyal members who recieve exclusive promos.
That’s the gist of Ikea’s Seattle store marketing strategy in the last six months: consumers can enter for a chance to win the $500 Ikea gift card by texting the keyword “winner” to an Ikea short code. When they first do so, they’re asked to enroll in Ikea Mobile, the retailer’s free program that provides alerts and special deals. Every month Ikea texts its members a coupon code, which they can redeem to the Mobile kiosk at the Seattle store.
Guess a number of redemptions? More than 15,000 to date!
Facebook Photo Tagging Contest
The story has gone viral and is already a social media case study!
Advertising agency Forsman and Bodenfors was engaged by Ikea, to create a special launch campaign for a new store in Malmo. The agency created a Facebook profile for the store manager, Gordon Gustavsson. Over a two-week period, it uploaded images from of Ikea showrooms to his Facebook photo album, and the first person to tag their name to a product in the pictures, won it.
Pure creative genius at work!
82 Responses to “Ikea Marketing Strategy: Mobile, Social, Brilliant.”
Leave a Reply
Antonella Stellacci
Snowcrashing is the blog of Antonella Stellacci. My card reads: Freelance marketer, master of all things mobile, customer acquisition queen, books addict. Need help with your marketing strategy? Contact me.
-
Ethan Bloch: Antonella, Thank you for writing this post! It'...
-
Jason Markow: Great Post. You always have such new and fresh co...
-
Fausty: Quote: "Will new services, paid or with a free...
-
-
Keith: I absolutely love Instapaper. It's real value to m...
-
Antonella Stellacci: Thanks for the correction Dan...
-
Dan W: "the video of FourSquare founder checking with an...
-
-
-
Milan Mijatovic: This is what happens when pathways of communicatio...
Tweets that mention Ikea Marketing Strategy: Mobile, Social, Brilliant. | Snowcrashing -- Topsy.com
28. Nov, 2009
[...] This post was mentioned on Twitter by Antonella Stellacci and Richard Dodd, Jackie Guenther. Jackie Guenther said: Bravo to IKEA for unique marketing…augmented reality that is actually useful & facebook tagging giveaways. Very cool. http://bit.ly/54WH8S [...]
Jason Markow
29. Nov, 2009
Great post. Ikea’s marketing dept. is on point. Any one of these campaigns alone would be worthy of mentioning, but the combination of the three examples listed above tells me that Ikea clearly has the right employees in the right places.
I have two questions:
Do you know how they are measuring the effectiveness of these campaigns?
Do you know which of the three listed above has been the most successful?
Antonella Stellacci
29. Nov, 2009
The goals vary based on the initiative.
For the app and the FB game it is about letting people picture their new PS collection (which is different and new) and accelerate the decision to purchase. So sales.
For the mobile loyalty club, it is about increasing the ROI of existing customers.
Some results were shared publicly:
-15k redeemed codes for the mobile club over a period of a few months, and for Seattle only. Even without knowing the universe, it sounds like a great number
-for the app, they shared only partial results.
+a response of 5.21 percent via the in-store Bluetooth post.
+The application was requested by SMS in-store a total of 6,800 times and the IKEA PS microsite saw a unique user base of 15 percent.
FRED
04. Jul, 2010
Buy:Female Cialis.Lipitor.Cozaar.Benicar.Zetia.Female Pink Viagra.Prozac.Wellbutrin SR.Buspar.Nymphomax.Lipothin.Ventolin.Aricept.Acomplia.Advair.Amoxicillin.SleepWell.Lasix.Seroquel.Zocor….
Lights
29. Aug, 2010
On http://lwhatpz6evq.01DODGEPARTS.US/tag/Flashing+Lights+On+Laptop+on+Notebook/ : Lights…
Flashing…
BILLY
11. Sep, 2010
Buy:Amoxicillin.Buspar.Aricept.SleepWell.Lasix.Female Cialis.Wellbutrin SR.Acomplia.Benicar.Zocor.Zetia.Ventolin.Cozaar.Lipitor.Lipothin.Advair.Seroquel.Female Pink Viagra.Prozac.Nymphomax….
hotel
14. Sep, 2010
hotel http://mvb.8is.ii88.de : hotel…
car…
jooe
17. Sep, 2010
Track back from http://monclerjacken.want2blog.net/ ……
good, your weblog theme is definitely nice, I’m looking to get a new theme for my personal weblog, I like yours, now I am going to go seek the identical layout style!…
GUY
22. Dec, 2010
symbicort vs advair…
Buyno prescription…
JEFFREY
22. Dec, 2010
cephalexin dosage for dogs…
Buygeneric drugs…
CLYDE
23. Dec, 2010
Cialis UK…
Buygeneric meds…
DARRELL
27. Dec, 2010
actonel@adverse.reactions” rel=”nofollow”>……
Buygeneric meds…
SERGIO
29. Dec, 2010
aloe@vera.gel.indicatii” rel=”nofollow”>……
Buygeneric drugs…
SERGIO
30. Dec, 2010
allopurinol@and.coumadin” rel=”nofollow”>……
Buygeneric drugs…
JEROME
31. Dec, 2010
ashwagandha@supplement.now” rel=”nofollow”>……
Buygeneric meds…
SIDNEY
31. Dec, 2010
atarax@and.hives” rel=”nofollow”>.…
Buygeneric drugs…
ENRIQUE
31. Dec, 2010
Aricept@official.site” rel=”nofollow”>.…
Buynow…
CECIL
02. Jan, 2011
Chantix@official.site” rel=”nofollow”>.…
Buydrugs without prescription…
ERIC
04. Jan, 2011
buy@Viagra.now” rel=”nofollow”>……
Buygeneric drugs…
DENNIS
05. Jan, 2011
Vitamin@B.now” rel=”nofollow”>.…
Buygeneric drugs…
JORDAN
05. Jan, 2011
< a href="http://my.gardenguides.com/members/buy-Cialis? buy@Cialis.now…
Buydrugs without prescription…
RON
06. Jan, 2011
cheap@Viagra.now” rel=”nofollow”>……
Buygeneric pills…
ANDREW
07. Jan, 2011
Risperdal@official.site” rel=”nofollow”>..…
Buynow it…
KIRK
21. Jan, 2011
Depakote@official.site” rel=”nofollow”>……
Buyit now…
CHRIS
03. Feb, 2011
Verapamil…
Buygeneric drugs…
PHILIP
03. Feb, 2011
side effects zyprexa overdose breathing autonomic…
Buyno prescription…
KYLE
06. Feb, 2011
alternative for warfarin medication…
Buynow…
DANIEL
07. Feb, 2011
xopenex coupon…
Buyno prescription…
RONNIE
07. Feb, 2011
zyprexa increase eps complaints…
Buyno prescription…
PAUL
03. Mar, 2011
zoloft works…
Buygeneric pills…
CLINTON
04. Mar, 2011
Vitamin E…
Buygeneric drugs…
FERNANDO
06. Mar, 2011
Rogaine…
Buyno prescription…
MIGUEL
06. Mar, 2011
claritin eye drops…
Buygeneric drugs…
GILBERT
08. Mar, 2011
singulair hyper…
Buygeneric drugs…
ANDRE
08. Mar, 2011
Seroquel…
Buywithout prescription…
VIRGIL
09. Mar, 2011
Synthroid…
Buywithout prescription…
CHESTER
09. Mar, 2011
Prozac…
Buygeneric meds…
AUSTIN
09. Mar, 2011
is overdosing on seroquel painful…
Buydrugs without prescription…
PETER
09. Mar, 2011
buy orlistat alli…
Buygeneric drugs…
TYRONE
09. Mar, 2011
Zyprexa…
Buyno prescription…
MARION
10. Mar, 2011
Purim…
Buyno prescription…
JONATHAN
10. Mar, 2011
rogaine for thicker eyebrows…
Buynow…
DONNIE
10. Mar, 2011
prozac breast feeding…
Buydrugs without prescription…
ALFREDO
11. Mar, 2011
Reglan…
Buywithout prescription…
ADRIAN
28. Mar, 2011
Pyridium@Pyridium.Pyridium” rel=”nofollow”>……
Buygeneric meds…
TERRANCE
28. Mar, 2011
Pyrantel@Pamoate.now” rel=”nofollow”>..…
Buygeneric pills…
JIMMIE
29. Mar, 2011
Prozac@Prozac.Prozac” rel=”nofollow”>……
Buynow…
EARL
29. Mar, 2011
Pulmicort@Pulmicort.Pulmicort” rel=”nofollow”>..…
Buyit now…
ERIK
29. Mar, 2011
Sleep@Tea.now” rel=”nofollow”>..…
Buyno prescription…
JIMMY
29. Mar, 2011
Prozac@Prozac.Prozac” rel=”nofollow”>……
Buygeneric drugs…