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Great Experiential Marketing: IKEA’s furnished climbing wall

By Joss Davidge

IKEA’s off-the-wall experiential marketing campaign has got everyone at BEcause talking this week…


To promote the opening of France’s 30th IKEA store, the Swedish furniture company installed a vertical rock climbing wall covered with IKEA furniture in Clermont-Ferrand.brand_experience_experiential_marketing_IKEA_climbing_walls_2

IKEA’s experiential marketing activation in the heart of the French city comprised a nine metre tall wall, decorated just like a showroom, only flipped on its side. Hand grips and steps were installed on the artificial wall for climbing purposes, and passers-by were invited to climb it, with a safety harness and guidance from a professional.brand_experience_experiential_marketing_IKEA_climbing_walls_3brand_experience_experiential_marketing_IKEA_climbing_walls_4

This was a super creative and effective way for IKEA to not only build chatter about the brand, but with the furniture being used to support participants’ weight, it also proved the sturdiness of its goods in a fun and interactive way.

IKEA has been on top form with its experiential marketing in recent years, did you see its partnership with Airbnb, or how about its social catalogue?brand_experience_experiential_marketing_IKEA_climbing_walls_6

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