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.

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

Why it matters. An app used beyond its intended design

The Instagram app is certainly never meant to be an Ikea catalog website. This innovative use has roots in previous brand campaigns that treat the feed as an interface, not just a stream of posts.

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.

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, where grid posts act as categories and tags act as links to product accounts.

How do people navigate it?
Users tap category images in the grid, reveal hidden 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 uses a familiar mobile habit. Browsing a feed. Then turns it 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.

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. 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. It does not ask people to do something unfamiliar. It simply adds a reward to something they already do when they are curious about a special edition design.

What to borrow if you build brand experiences

  • 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 sampled the new Lux Magic Spell shower soap in various ladies shower rooms across spas, clubs and gyms in Singapore. The walls and floors of all these shower rooms were covered with special stickers made using special hydrochromic ink. Upon contact with water, the white ink disappeared to magically reveal the message and beautiful trails of orchids…