Ikea's Mobile/Web/Game Ad Hybrid

Ikea is pulling out all the interactive marketing channel stops to promote the opening of its new Brooklyn store. The campaign — aimed at getting New Yorkers to the new big box retail location in a seldom-visited area — utilizes e-mail directing recipients to play a game played both online and via mobile device.

The Ikea Brooklyn Get There Giveaway asks viewers to locate boxes hidden on the pathways leading to the store on a map interface built in Ajax. Find and click on boxes containing designated Ikea products and players are given a code they can send via SMS. Each text message is an additional entry into a shopping giveaway.

The game is clever and somewhat engaging — but it’s not really apparent why mobile would come into play here. There’s no apparent rhyme or reason in jumping across channels to actually enter the contest. That said, it doesn’t unduly burden users, either, given mobile devices are usually within arms’ reach.