To launch the iPad version of the Ikea-catalogue in Norway, ad agency SMFB created a brand new Ikea product called “Beröra”.
“Beröra” was a sewing kit with a special conductive thread to sew into say the index finger of your favorite gloves. Once the operation was done the gloves would work on a touch-screen.
The promotion generated a lot of interest and 12,000 of Ikea’s sewing kits were distributed for free in just two weeks.