Great Experiential Marketing: IKEA showrooms for rent on Airbnb
IKEA and Airbnb have teamed up to create a brand experience that enables their customers to live, sleep, eat, and breathe the brands - literally.
Even if you’ve just fully renovated your house, the impressive showrooms in IKEA will just make you want to start over. With so much attention to detail, and a real homey feel to them, the rooms seem good enough to just move straight into.
And now this dream can become a reality, thanks to Airbnb’s partnership with the furniture retailer.
The IKEA store in Tempe, Sydney, has three faux-apartments for rent for one night only (31st August) for three groups of four. There are three options to choose from: rustic charm, inner city living or modern elegance. In their Airbnb descriptions, they boast an ideal location near the airport with city skyline views.
The winners will be taught tips and tricks to make their homes more Airbnb friendly, like using IKEA’s storage and accessories that can make a dwelling more hospitable.
The 12 winners will also be treated to a special celebratory dinner in the IKEA café - Swedish meatballs, anyone?
And in line with its promise to bring the comforts of home to the store, TVs and PlayStations will be available, as well as circus games for children.
Conditions in the fine print include an acceptance of being part of an experiential event that will be featured in the media, and, "You will be woken in the morning in a remarkable way. Nothing frightening — we promise!" Intriguing…
IKEA knows its stuff when it comes to experiential marketing; take a look at IKEA’s social catalogue campaign, which encouraged anyone who had already got their hands on the new catalogue to take a picture of their favourite item and post it online to be in with a chance of winning it.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.