Ikea’s 2013 Catalog Will Spring to Life Through New App

McCann crafts new experience for famed tome

Here's a cool teaser—Google-like in its folksy way of promoting a high-tech initiative—from McCann in New York promoting Ikea's upcoming print catalog and related iPhone/iPad app. (The narrator sounds like he should be reading "T'was the Night Before Christmas" or something.) The app interacts with the catalog to display short films and photo galleries, among other things, related to the merchandise. I can't shake the fear that Ikea is slowly becoming Mom's Friendly Robot Company, but this app looks hard to resist. The catalog ships in early August. The app, for Android phones and the iPhone, will be ready for download on July 31.

adfreakdk@gmail.com David Kiefaber is a frequent contributor to Adweek's creativity blog, AdFreak.