a brand that gets it
IKEA continues to prove that they get the importance of being part of the conversation. Currently they are letting NYC based comedian Mark Malkoff stay in a NJ store while his apartment is fumigated. It seems that Mark was running out of option of places to stay for the week of fumigation when he asked IKEA if he could stay in a store in exchange for making a video of his experience...and they said yes.
This is a brilliant example of a brand getting the fact that it should support and engage its enthusiasts rather than ignore them or push them away. IKEA gets that the conversation is happening whether they are a part of it or not, and wants to actively join in. Perhaps they've just been reading Jaffe's new book Join the Conversation and wanted to give it a try.
No matter, it's brilliant and something more brands and their marketing agencies need to learn how to do.
My theater company, Printer's Devil, produced a series of short domestic dramas set in IKEA Seattle's showrooms. Shoppers were free to stop and watch, keep moving, or in some cases join the action to check a price tag. IKEA liked it so much they commissioned 3 children's plays. It worked out well for IKEA. Not so much in driving traffic (they don't have a problem there!) but in getting great PR in arts and lifestyle channels. Now, IKEA Houston has booked the plays.
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