The Swedish company is turning decluttering into a game with a new augmented reality “escape room” on Snapchat where users need to organize items with the furniture giant’s products.
The experience takes place in a miniature model of a bedroom that can be superimposed on a tabletop, floor or other flat surface through a smartphone camera. Users can record their solution to the puzzle and share it with friends through Snapchat’s stories feature.
Ikea worked with Ogilvy to create the campaign, which is available on March 2021 on Ikea’s Snapchat page. The company will use the same room model across other marketing materials as well, including a partnership project with BuzzFeed and in-store demos.