Project: IKEA Click, Tag, Win
Role: Creative Director
Category: Commercial Brand Work / Facebook Creative Campaign
Brand: IKEA
Production Credits: Liu Shenyan (Programming)
One of my favourite “throwback to the early days when everyone on Facebook was playing Farmville” - This IKEA click tag win campaign’s purpose was to combine the brand’s most used point of analog user engagement (their annual catalogue) with the social/digital aspect of Facebook, during the initial ascendency of social media marketing.
The Social Amplification of Earned Media
Riding on the FarmVille era (where you would receive those friendly ‘join my game’ notifications on a daily basis), the idea was to amplify IKEA’s presence on Facebook by combining the brand’s beloved catalogue with Facebook’s Face tagging function.
Cheap Is Clever. Free Is Brilliant.
People started tagging their friends all over, spreading the campaign like a bonfire driven by the promise of free furniture.