Kidnapping Photos

Ikea decided to utilise the existing function of tagging photos in Facebook to run a branding and buzz exercise around the Malmö store manager, Gordon Gustavsson and the new store opening in the area. By uploading photos of the display areas they allowed people to tag the items in the photo and whoever tagged it first with their own name, won the item. Simple.

This achieved six important and complementary goals.

• It introduced Gordon Gustavsson to the local people in Malmö and made him “real” and approachable. Suddenly he was your friend.
• It created excitement and urgency in the rush to tag the photos and get the piece of furniture you wanted.
• It made people go to the IKEA site or catalogues and compare the items there with the items on the photos increasing brand and product awareness.
• It caused the fan page to be populated virally in case future offers where announced so it would not be missed in the future thus increasing consumer loyalty.
• It created social endorsement as people tagged items with their OWN names.

Heres the video explaining the concept in more detail.  You will have to agree, it was quite an inspired method of PR and a really exciting competition.

But why do we care? Will it really make much difference in the world or our daily lives? I think not to be honest, however, I believe that this election has changed in a subtle fashion the focus of future America campaigns. How? Well on the internet of course.

Obamas campaign was fully aware of the advantages of engaging the internet population to gain support and momentum and they did it most effectively, something I will be analysing in the close future as hindsight will allow for a much clearer view of its influence and reach.

Don’t hold your breath to long people, but do remember once again, “the times they are achanging”.