Ikea , lumina suedeza si You Tube

Ikea foloseste lumina suedeza pentru a isi creste vanzarile … din Belgia.  Cum ? Realizand un concurs inovativ cu 48 de spoturi de pe YouTube. Campania este frumos imbracata in atributele brandului Ikea si promite celui care reuseste sa “Catch The Swedish Light” …  produsul promovat. Logistica este relativ simpla, utilizatorul trebuie sa prinda (prin stop-motion, fireste) momentul in care lumina cade cel mai bine pe produs si sa inscrie codul random ( e castigator daca devine galben) in site-ul dedicat promotiei.   Asa ca frame by frame , Ikea isi creste vanzarile  utilizand destept filmulete :

IKEA – Catch the Swedish light from Entries on Vimeo.

Campania aminteste de idea folosita de EURO RSG pentru a promova noul Citroen DS3 care invita utilizatorii sa nu clipeasca…

Here is a really interesting way to run a competition using YouTube videos. IKEA Belgium wanted to celebrate the Swedish mid-summer vibe, a time when sales are usually pretty flat for them in Belgium, so they created a series of product based videos called “Catch The Swedish Light”.

The stop motion videos showcased the latest range of IKEA products, of course, but from there, it was all about tracking through the video frame by frame to pause it on the exact moment “The Swedish Light” perfectly illuminated the products, then capturing the random code on that frame (you’ll know because it goes yellow!) and inserting it on the campaign site for validation.

There were 48 videos, and the first person to validate a code won that product instantly, and along the way it helped raise IKEA’s sales in an otherwise pretty flat period. Really smart use of video!

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Image credits:

Kim Björk
Dan Martin
Tobias Örberg
Daniel Liljas
Arthur Castillon
Attila Gal
Vegard Paulsen

(via)