How to bring IKEA into the gaming ecosystem ? And amplify the launch of the “IKEA Gaming” collection of furniture and accessories dedicated to gamers among a young and connected target.
HIGH-TECH• HOME - DECORATION
Brand content• Event• Influencer relations• Media relations
IKEA HOMESCAPE GAME
CHALLENGES
ACTION PLAN
1. Created a first Twitch format for IKEA with a popular streamer on the platform based on an escape game: @LittleBigWhale loses access to her computer and her community. She must solve a series of puzzles to find them.
- A fun and entertaining content mixing references to gaming and the brand while playing for real
- A 100% IKEA stream set to showcase the IKEA gaming collection and take up the gamers’ codes
- 2 friend’s influencers invited : @Avamind and @Luttilutti
2. Product and event PR communication: Presse release / Interview
RESULTS
- 1 Twitch live – 3 influencers: 45 000 views
- 2 Youtube videos, 25 posts (Twitter and Instagram)
- 63 clippings (including 38 press, radio, NL and web)
- Total reach: +1,5 millions
- EMV: 215 265 €
