IKEA opened its latest store in Gothenburg and wanted to interact with its audience in a new and innovative way by combining old and new media. Together with Swedish mobile marketing agency Mobiento, ad agency Forsman & Bodenfors and media agency Mediaedge:CIA, it created a radio-to-mobile campaign where users were prompted to text the keyword IKEA to a shortcode in order to get exclusive offers and take part in a world premiere: radio with image.
Listeners heard two radio commercials, one early in the break to create attention and one late in the break to create interaction. In the first commercial listeners were urged to sms to take part in the experiment. In the second spot a voice told people to click to the mobile site and change image at every BEEP. The result was a 70s style school slideshow where people could see offers and deals with images and get information about the opening of the new IKEA store.
The result had thousands of interaction points over a few days and the campaign left a prolonged psychological impact and a digital footprint in each users phone, something a radio spot can otherwise never attain.
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