IKEA / FACEBOOK SHOWROOM
24 November 2009
Depending on whether or not your friends persuaded you to stay for that 'one last drink' which ended up turning into five more, with accompanying shots, and a kebab that you then dropped all over yourself, Facebook photo tagging can prove to be both the most compelling and potentially ruinous feature on the world's favourite social network
- Brand
- IKEA
- Media Type
- Sales Promotion
- Social Media
- Product Category
- Home Appliances & Furnishing
- Household Goods
- Source
- News
- Agency
- Forsman & Bodenfors
- Gothenburg
- Tags
- IKEA
- Social Networking
Sambuca-fueled fast food accidents aside, for
many less devoted Facebook users, sharing, naming and shaming via their
uploaded photos remains one of the site's more enduring attractions.
There is, indeed, nothing like an email notification of a potentially
embarrassing/endearing/emancipating photo tag to kick-start even the
most dorment user back into life...
It is this realisation (along with the simple fact that people like getting stuff for free) that has inspired this latest campaign for Swedish retailer, Ikea, from native agency of choice, Forsman & Bodenfors, Gothenburg. Tasked with building a campaign outside of paid-for media in order to promote a new store in Malmö, Sweden, F&B identified the humble Facebook gallery as the perfect platform...
As you can see from the video case study linked below, first, a profile was created for the new store's manager - Gordon Gustavsson. Over a two week period,12 different pictures of showrooms from the new store were uploaded to the profile page. Facebook members who had requested Gordon as a friend could then tag themselves to a specific item in each photo and in doing so, win that particular Ikea product.
http://www.facebook.com/ikeagordon
As with any photo on Facebook, as soon as someone tagged themselves, news of this action also appeared on their news feed, growing the campaign across thousands of different profile pages as it was shared between friends. This is reminiscent of Crispin Porter + Bogusky's mischievous and insanely successful Whopper Sacrifice application for Burger King which spread via the same distribution mechanism.
A neat, not to mention cost-effective method of ingratiating the brand to a new community, therefore. It just seems a slight shame that since the photos were uploaded, there is no evidence of any further activity on Gordon's Facebook page. Having established an approachable, human presence on the platform, why not maintain a dialogue with consumers by offering info on special offers, fielding questions on products, store locations etc etc? As US retailer Best Buy has proven with its Twelpforce army of Twitter-based employees on-hand 24-7 to field customers' questions, social media channels can afford retailers invaluable CRM opportunities when approached right. For more info on Best Buy, be sure to check out the up-coming Issue 21 of Contagious Magazine for an in-depth case study.
It is this realisation (along with the simple fact that people like getting stuff for free) that has inspired this latest campaign for Swedish retailer, Ikea, from native agency of choice, Forsman & Bodenfors, Gothenburg. Tasked with building a campaign outside of paid-for media in order to promote a new store in Malmö, Sweden, F&B identified the humble Facebook gallery as the perfect platform...
As you can see from the video case study linked below, first, a profile was created for the new store's manager - Gordon Gustavsson. Over a two week period,12 different pictures of showrooms from the new store were uploaded to the profile page. Facebook members who had requested Gordon as a friend could then tag themselves to a specific item in each photo and in doing so, win that particular Ikea product.
http://www.facebook.com/ikeagordon
As with any photo on Facebook, as soon as someone tagged themselves, news of this action also appeared on their news feed, growing the campaign across thousands of different profile pages as it was shared between friends. This is reminiscent of Crispin Porter + Bogusky's mischievous and insanely successful Whopper Sacrifice application for Burger King which spread via the same distribution mechanism.
A neat, not to mention cost-effective method of ingratiating the brand to a new community, therefore. It just seems a slight shame that since the photos were uploaded, there is no evidence of any further activity on Gordon's Facebook page. Having established an approachable, human presence on the platform, why not maintain a dialogue with consumers by offering info on special offers, fielding questions on products, store locations etc etc? As US retailer Best Buy has proven with its Twelpforce army of Twitter-based employees on-hand 24-7 to field customers' questions, social media channels can afford retailers invaluable CRM opportunities when approached right. For more info on Best Buy, be sure to check out the up-coming Issue 21 of Contagious Magazine for an in-depth case study.
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COMMENTS /
jérémy dumont
great idea !!!
a good way for future consumers to project themselves