Ikea over the years has made a name for itself as a trustworthy and affordable source of stylish home decor. In Russia to promote their new PS 2014 collection they teamed up with Moscow-based agency Instinct to produce a campaign that approached Instagram in an entirely new way.
The Ikea_ps_2014 Instagram account served as their campaign website, with each post representing a product category like Benches or Tables. On tapping the individual category pictures, hidden tags were revealed that offered a “link” to each product within that category. Every one of the 34 items in the collection also received their own Instagram accounts e.g. ps_laptop_station and ps_side_table.
The Instagram app was certainly never meant to be an Ikea catalog website, but this innovative use has its roots in previous brand campaigns. Early this year Mazda and JWT Canada turned the car-maker’s Instagram feed into an interactive road trip, replacing car specs with images and videos that followed the vehicle on an epic adventure. Over the course of four months, the campaign “Long Drive Home” helped grow Mazda Canada’s Instagram following by more than 300%.
Similarly, the Toronto Silent Film Festival turned their feed tsff2014 on its side, creating an interactive timeline complete with factoids and video clips to celebrate Charlie Chaplin’s 100 years on film.
In a winter of ice storms and a polar vortex, moments of warmth are few and far between. So to change that, Duracell Quantum batteries in Canada retrofitted bus shelters with heaters. But the only way to get the heaters to work were through a human connection i.e. people joining their hands…
Last month Fox tweeted a Vine mashup of its upcoming Wolverine movie trailer to stir up some hype for the film.
Now, the Toronto Silent Film Festival has taken to Instagram to promote its upcoming event with a first of its kind Instagram trailers. To view each trailer, head over to the relevant Instagram accounts on your smartphone…
tsff_1, for Murnau’s classic Sunrise: A Song of Two Humans;
tsff_2, for an excerpt from the 1925 feature Tumbleweeds; and
tsff_3, for the Del Lord short Super-Hooper-Dyne Lizzies
and then scroll rapidly though the images to create a flipbook effect.
I however could not see the animation smoothly as the Instagram accounts have received so many likes and comments that the smooth flow of the animation has been completely broken. So I guess one has to make do with the below case video…
McDonald’s wanted to target people looking for a late night snack. So Cossette Vancouver created an ad that could only be seen at night. Reflective tape was used to write “Open all night” on a billboard. The message was not visible during the day, but in the night with car headlights the message was revealed…
McDonald’s Canada and ad agency Cossette Vancouver have brought to life one of the first interactive ice sculptures this summer on behalf of McDonald’s Restaurants in Alberta. The objective was to drive consumer interest in the company’s Dollar Drink Days campaign.
Hosted in the town of Sylvan Lake, the stunt saw 8,000 pounds of ice moulded into a seven-foot tall installation, containing over 4,000 sparkling loonies, shaped into McDonald’s famous Golden Arches. The ice melted on a summer Saturday, and consumers chipped away at the sculpture to collect their bounty.
To attract high levels of interaction, the sculpture was strategically placed near the Sylvan Lake Pier – an area frequented by young adults and families. The day also featured a DJ, street promotional teams, hula hooping, limbo contests and giveaways.