Viral Spotlight: Ikea

Ikea Germany launched a new online interactive advertising campaign called “Warte bis September” (“Wait until September”).

Here’s the set up: The man in the video, Nils lives in a home with no furniture or accessories.

Why you ask? Because the new Ikea catalog hasn’t arrived yet, silly! Drawing comparisons to Big Brother, you can watch Nils from two different camera angles within his apartment. His phone constantly rings though he rarely answers. Nils isn’t a boy in a bubble however – his friends come over to eat and chat (in German of course). According to a few observant bloggers, they hate his doorbell jingle.

Here’s the secret sauce of the campaign – Nils is accessible. If you want to interact with Nils, you have three options:

  • Twitter him (this seems to be the most likely way he will see your message)
  • Email Nils
  • Call him – +49 40 22 61 11 61 (use a voip provider so the call is cheap as most have suggested)

Admittedly I know very little about this campaign, but it seems aligned with the Ikea brand. I’ll be curious to see how this plays out once Nils receives his furniture. A great interactive extension would be to give the community of viewers the option to help him pick.

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