Game of Throws
Marketing at the speed of the culture with IKEA's Game of Throws.
The brief
An ongoing strand of IKEA's press office that seeks to show how IKEA is a trend-setting brand with an impact beyond retail and into culture.
The strategy
On a daily and weekly basis, proactively plan around cultural and entertainment moments, while staying ready to react to any news that appears.
The idea
Newsjacking Balenciaga when they released a bag that was a clear homage to the IKEA FRAKTA carrier, and spotting that Game of Thrones costume designer Michele Clapton used IKEA rugs to make the capes of Jon Snow and the Night's Watch. For both, getting on the case immediately — first with a quick release pointing out the facts, with supportive quotes, then with additional content, such as a guide to "how to spot a Fake FRAKTA," or video of IKEA staff wearing the Game of Thrones rugs.
The results
For the FRAKTA story, over 700 pieces of coverage around the world within a week. For the rugs, online searches for rugs on IKEA's website rose by 750% once the news broke.
Credits
Client: IKEA
Agency: Hope and Glory