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IKEA Prepares For the New School Term (USA)

 

Posted on August 30, 2007
David Billion

 

For students, the start of school is approaching and it is high time to furnish your dorm room if you have not done so already. For some students, this means a trip to IKEA for all you need, and the brand now offers students assistance in transforming their tiny dorm room into a real space to live in.

Before college starts again, IKEA invites students to have a look at the website "Back to college" to optimally furnish their new room. On the website you find viral videos, music to download and product descriptions. We appreciate the excellent graphic quality and the easy-to-follow navigation.

The creative website propels you into a "Back to college"-world and lets the internet users find their way around and discover the IKEA products in a playful way. Like in a real shop there are suggestions of other rooms (here on Polaroid photos) to inspire the student searching for the optimal solution. Just the link to IKEA’s e-commerce website is missing.

To get the buzz going, a viral video displaying students beatboxing in a dorm room invites you to discover the website. You can not blog the video from www.roommateliving.com, but you can download the mp3-file and the video.

Finally, during July the brand organised "back to college nights" in some US-American shops. Here students equipped with their student identity card could win vouchers (click here for more information)

The campaign "Back to college" is part of a graphic interactive website but does not direct you to the brand’s official website. A new kind of product catalogue that could inspire other brands who want to target their customers in a new way.


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