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Ikea is turning decluttering into a game with a new augmented reality “escape room” on Snapchat that tasks users with organizing items with the furniture giant’s products.
The entire 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 will be available throughout March on Ikea’s Snapchat page.