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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. The company will use the same room model across other marketing materials as well, including a partnership project with BuzzFeed and in-store demos.
Engage virtually
The campaign comes as augmented reality has seen a surge in popularity amid the pandemic, especially among retailers looking for ways for customers to engage virtually with their products. Ikea recently acquired AI imaging startup Geomagical Lab to aid in its AR efforts.
“One of the challenges during this Covid-19 time is that we really want to create different experiences to continue to engage our customers with our home furnishing solutions in new ways—especially visually,” Paul Anderson, Ikea’s U.S. interior design leader, told Adweek. “For people who are a little apprehensive of visiting our stores during this time … it’s about trying to really meet people where they’re at.”
Visualize products at home
The campaign is just the latest augmented reality experience for Ikea. The Swedish retailer has rolled out several other tools that allow customers to virtually test out furniture and home decor through various devices. Last March, the company even added a new studio mode feature to its app that helps customers match furnishings to their living space.
“AR is actually becoming a tool that a lot of retailers are using in the home furnishing sphere to allow consumers to visualize products in their own home,” Anderson said. “So, we are working and looking at other tools that we can use in the future here.”
