Tag: JWT

Ikea PS 2014 Instagram Website

You open Instagram and land on Ikea_ps_2014. The grid does not look like a typical brand feed. Each tile behaves like a navigation button. Benches. Tables. Storage. You tap a category image, reveal hidden tags, and jump straight into product views. Instagram becomes the website.

The idea. A catalog built inside Instagram

Ikea has made a name for itself as a trustworthy and affordable source of stylish home decor. In Russia, to promote the PS 2014 collection, Ikea teams up with Moscow-based agency Instinct to approach Instagram in an entirely new way.

How it works. Categories in the grid, products in the tags

The Ikea_ps_2014 Instagram account serves as the campaign website. Each post represents a product category like benches or tables. When you tap a category image, hidden tags reveal “links” to the products within that category.

Here, “hidden tags” are simply Instagram photo tags used as tap targets, so navigation stays inside native Instagram behavior.

Every one of the 34 items in the collection also receives its own Instagram account. For example ps_laptop_station and ps_side_table.

The real question is whether you can turn a platform habit into structured product discovery without forcing people out of the app.

In consumer brands promoting a collection across many items, this pattern uses a social grid as a lightweight category tree.

Why it matters. An app used beyond its intended design

The Instagram app is certainly never meant to be an Ikea catalog website. The mechanism is simple: category posts behave like menu tiles, and tags behave like links, so thumbs do what they already do in Instagram. That is why the experience feels like browsing, not “clicking out”. This is worth copying when the native UI can carry the journey end-to-end, not when you need heavy comparison, configuration, or checkout.

Extractable takeaway: If a platform already has a grid, a tag system, and a tap habit, you can repurpose those primitives into navigation and keep discovery inside one familiar surface.

Where it connects. Earlier “feed as experience” examples

Earlier this year, Mazda and JWT Canada turned the car-maker’s Instagram feed into an interactive road trip, replacing 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 its feed tsff2014 on its side, creating an interactive timeline complete with factoids and video clips to celebrate Charlie Chaplin’s 100 years on film.

What to copy from this build

  • Start with categories. Treat the grid as a menu so users can self-select a path.
  • Use tags as links. Turn existing tap targets into jumps to deeper product views.
  • Keep the journey native. Let the platform’s follow, view, and tag behaviors do the work.
  • Design for scan first. Make each tile legible as navigation, not just as content.

A few fast answers before you act

What is the Ikea PS 2014 Instagram website?

A campaign that uses an Instagram account as a navigable catalog. Grid posts act as categories, and photo tags act as links to product accounts.

How do people navigate it?

Users tap category images in the grid, reveal the photo tags, and jump to specific product pages inside Instagram.

What is the key execution detail?

Each PS 2014 product gets its own Instagram account, so exploration happens via Instagram’s native follow, view, and tag behaviors.

Why does this work on mobile?

It turns a familiar mobile habit, browsing a feed, into structured discovery without forcing users into a new interface.

What is the transferable pattern?

Treat platform constraints as UI elements. Build navigation out of what the platform already provides instead of fighting it.

Coca-Cola Interactive Mini Bottles

Coca-Cola has launched 20 special edition mini bottles to get fans around the world excited about the upcoming 2014 FIFA World Cup, which will take place in Brazil from June 12th to July 13th.

The bottles come wrapped in flags of countries that have hosted the World Cup previously. Argentina, Chile, Uruguay, Mexico, USA, England, Germany, Spain, France, Italy, Sweden, Switzerland, South Africa, Japan and South Korea. As well as the three upcoming host countries Brazil, Russia and Qatar. Plus two special Coca-Cola editions.

Coca-Cola fans can also create and send special messages and avatars to other bottle owners through Facebook and iPhone or Android apps. In addition, special markers on the bottles activate augmented reality animations when held up to a smartphone camera.

What makes these bottles more than packaging

This is a simple shift with big implications. The bottle is not only a container. It becomes a trigger. A collectible. And a social connector. This is smart brand design because it turns packaging into media without asking people to leave the product in their hand.

The real question is how to make a small physical object behave like media, participation, and social signal at the same time.

The flags do the first job. They make the bottles instantly recognizable and tradable. People have a reason to hunt for specific countries and compare what they found. The digital layer does the second job. By digital layer, this means the messages, avatars, and AR animations unlocked through the bottle. It turns ownership into participation, because the bottle now links to messages, avatars, and AR animations.

Why augmented reality fits this moment

AR works best when the behavior is natural. Here the behavior is already there. You hold the bottle in your hand. You point your phone at it. You get something back instantly. That is what makes the marker idea effective, because it adds a reward to an existing behavior instead of asking people to learn a new one.

Extractable takeaway: When the product already sits in someone’s hand, the strongest digital layer is the one that rewards curiosity in the moment rather than redirecting attention somewhere else.

In global brand portfolios, this matters because packaging that doubles as an activation point can scale engagement and give people a stronger reason to choose the brand at shelf without adding a separate physical touchpoint.

What to borrow from collectible packaging activations

  • Make the physical object the interface. The bottle is the entry point, not a poster, banner, or separate microsite.
  • Give fans something to collect and trade. Flags are a built-in collecting mechanic.
  • Add a social layer that only owners can unlock. Messaging and avatars make participation feel earned, not generic.
  • Use mobile as the bridge. iOS and Android apps turn “I saw it” into “I can activate it” immediately.

A few fast answers before you act

What are Coca-Cola Interactive Mini Bottles?

They are 20 special edition mini bottles designed to build excitement for the 2014 FIFA World Cup, using country-flag designs plus a digital interaction layer.

What is interactive about them?

Owners can send messages and avatars to other bottle owners via Facebook and iOS or Android apps. The bottles also include markers that trigger augmented reality animations through a smartphone camera.

Why use country flags on the bottles?

It creates instant collectability. People can look for specific countries, compare what they found, and feel part of a shared event build-up.

What is the role of augmented reality here?

AR turns the label into an activation point. Point your phone at the bottle, and the design becomes an animation experience rather than static packaging.

What is the main marketing idea worth copying?

Make the product itself the gateway to the experience. When the physical object triggers the digital layer, participation becomes effortless and more memorable.

Lux: Magic Shower Rooms

Unilever samples the new Lux Magic Spell shower soap in ladies’ shower rooms across spas, clubs and gyms in Singapore. But instead of handing out a bottle and hoping for recall later, the sampling moment is engineered into the space itself.

The walls and floors are covered with special stickers made using hydrochromic ink. Hydrochromic ink is a water-reactive coating that changes appearance when it gets wet. As soon as water hits the surface, the white layer disappears to reveal the message and beautiful trails of orchids, so the shower moment becomes a small piece of “magic” tied directly to the product experience.

When the environment becomes the sampler

The mechanism is water-activated reveal. The user does not need instructions, scanning, or a download. The shower triggers the transformation automatically, and the brand message arrives as part of the ritual.

In APAC beauty and personal-care sampling, the most efficient activations reduce the gap between trial and emotion by making the first-use moment feel special.

Why it lands

This works because it avoids the typical sampling failure mode. The product is tried, but nothing memorable happens. Here, the reveal creates a clear “before and after” moment, and that moment is inseparable from using water and being in the shower, which is exactly where the product belongs. In-space triggers beat a handout when the product is used in a fixed ritual and the trigger is unavoidable.

Extractable takeaway: If you want sampling to drive preference, attach the product trial to a sensory trigger in the same environment where the product is naturally used, and make the payoff immediate and unmistakable.

The real question is whether your sampling moment creates a memorable “before and after” that only happens in the product’s natural context.

Moves to borrow for your next ambient sampling activation

  • Make the trigger inevitable. Water is not optional in a shower room. So the reveal is guaranteed to happen.
  • Let the brand behave like a “feature” of the space. The message is not pasted on top. It is revealed by the environment.
  • Use beauty cues that match the promise. Orchids and floral trails visually echo fragrance and sensoriality without needing copy-heavy explanation.
  • Design for the first five seconds. The moment someone sees the reveal, they understand what changed and why it is interesting.

A few fast answers before you act

What is “Magic Shower Rooms” in one sentence?

A Lux sampling activation where shower-room stickers reveal orchids and messaging only when water hits them, turning product trial into a live, in-context surprise.

Why use hydrochromic ink here?

Because it converts water contact into a visible transformation, making the shower itself the interaction trigger.

What makes this stronger than a normal sampling handout?

It creates a memorable moment during first-use, in the exact environment where the product is meant to be experienced.

Where does this idea work best?

In environments where the trigger is unavoidable and the product ritual is already happening, so the reveal feels native instead of staged.

What is the main execution risk?

If the reveal is hard to notice, messy, or poorly maintained, the magic becomes confusion, and the brand association turns negative.