How IKEA built buzz for a new store opening
Problem: When IKEA announced the opening of its new location in Malmo, Sweden, the company wanted to generate buzz as quickly as possible. The catch: IKEA had a relatively limited marketing budget, which ruled out traditional advertising outlets like television and radio.
Solution: Media agency Forsman and Bodenfors came up with an ingenious way to utilize Facebook as an online marketing tool for the Malmo store. The agency created a Facebook profile for the new store manager, Gordon Gustavsson. The move put a friendly face on a large company and proved to customers that the new IKEA would integrate well into the existing structure of the city.
The real buzz started when IKEA posted pictures of the new store's showrooms on Gustavsson's Facebook page. Gustavsson's Facebook friends had the ability to "tag," or identify, themselves in the pictures — and win the product they tagged. Over the course of two weeks, 12 pictures were uploaded to the manager's site. The photographs quickly made their way through the social networking site as people tagged themselves, and the photos showed up on those users' profiles and in the "news feed" of their friends. Word spread and soon customers were checking Gustavsson's profile more frequently to see if he'd posted more pictures. They also interacted with Gustavsson to ask questions about the new Malmo store.
The takeaway: When participation is made easy, customers are more likely to join in. The campaign promised value and delivered on that promise, an essential part of any online marketing campaign. And by keeping the promotion interactive, IKEA kept its users engaged and involved throughout. Creating a successful online marketing promotion such as IKEA's doesn't have to involve major giveaways. As long as the promotion grabs the attention of potential customers, promises something of perceived value, and creates excitement, your business could build significant buzz for your business through social media.
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