Guerrilla: Ikea Spreads Furnishings Throughout NYC - Event Marketer

Guerrilla: Ikea Spreads Furnishings Throughout NYC

Ikea stormed into New York City during the International Contemporary Furniture Fair with a street campaign that brought the chain to life. The catch? The retailer wasn’t invited to the event.

Instead Ikea set up shop across the street from the Jacob K. Davits Convention Center the fair’s home with its own Ikea Everyday Fabulous exhibit. Inside the retailer showed off its wares and talked up the furniture’s role in relaxed living environments. The company used themed giveaways to draw in visitors—dog dishes for the first 100 people who brought their pooches on Saturday; free picture frames for the first 100 out-of-work actors who showed their SAG cards on Sunday; and plush toys for the first 100 children ages five and under on Monday.

The company extended the Ikea love throughout the Big Apple. During the same five-day period it gave home-decor makeovers to 650 public areas in Manhattan plus one in Jersey City NJ. The company added couches tables rugs and magazines to several bus shelters so
commuters had a comfier place to relax while waiting for their rides; placed soft pillows at the bottom of playground slides; and spread blankets and picnic baskets (complete with bottled water) at several parks. Agency: Deutsch New York City.


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