Why IKEA’s ‘Breakfast in Bed’ Experience Worked
IKEA, the Swedish furniture company, has been well known for its original marketing strategies, and their latest ‘Breakfast in Bed’ campaign is no exception. The pop-up ‘Breakfast in Bed Café’ opened in London for just two days in early May of 2015. Consumers were invited to a completely custom IKEA setting with the overarching goals of inspiring change and connecting with customers in a unique and personal manner.
The café, announced over Facebook 10 days prior to the experience, was a complete place of sanctuary and was in complete synergy with the IKEA brand. It housed various single and double IKEA beds, an actual breakfast café with food, and a ‘pillow café’ where consumers could choose their desired pillow. Waiters delivered breakfast to consumers and further catered to individual needs.
Consumers were able to book a space (a bed) in either the morning for breakfast or in the afternoon for a siesta and tea. By utilizing different music and lighting, IKEA was able to stimulate different human senses with the goal of changing consumers’ mood so that they could see how comfort could be achieved with IKEA furniture while being in any mood. Sleep experts were also on hand for the activation and offered advice on how best to relax and fall asleep.
Why IKEA’s Breakfast in Bed Experience Worked – The Pineapple View:
- By creating a comfortable and memorable space solely focused on IKEA beds, emotional connections were made between the IKEA brand and the consumers who were a part of the activation. IKEA successfully placed themselves in the minds of consumers when it comes to comfort and relaxation.
- IKEA generated a viral buzz with minimal marketing before the event. The uniqueness of the Breakfast in Bed café made consumers want to share their experiences, even for those who couldn’t actually participate.
Overall, we believe IKEA did a great job converting brand perceptions by utilizing experiential marketing. IKEA was able to take it’s brand name for affordable furniture and place it at the forefront of consumer’s minds for everything concerning beds, comfort, and relaxation, and the company was able to do it through creating an immersive experience for consumers.
Check out the IKEA ‘Breakfast in Bed Café’ campaign here
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Taking Your Brand on an Experiential Mobile Tour
Brands and companies are always looking for new or better ways to engage with their desired target markets. Currently, many brands are using digital (social media, video, SEO, etc.) and traditional (TV, radio, billboards, door-to-door, etc.) strategies to interact with their audience. While these strategies are an important part of any healthy marketing campaign, too many brands are overlooking the opportunity of a mobile tour, utilizing a mix of both digital and traditional strategies to enhance the in-person experience at each stop on the road.
Mobile tours are great for a number of reasons, but we especially like them because they’re cost effective, and they give brands the opportunity to be present where their target demographic actually lives, works, and plays. Mobile tours are also a unique way to showcase brand personality through bringing products and/or services to life in a way that cuts through all of the clutter created by digital and traditional marketing strategies. By having a live, in-person experience, a consumer can establish a deeper emotional connection with your brand. An in-person experience allows your target market to test out your product or service, which is something they cannot typically do with any other marketing strategy. Mobile tours also lend themselves well to word-of-mouth marketing, which helps your brand gain buzz at an event, and ultimately allows you to reach an even larger audience through social media.
Integration with Existing Strategies
When embarking on a mobile tour, we educate our clients on the importance of integrating the tour with the rest of their existing marketing strategies. An existing social media strategy can be enhanced with new content generated from the stops along the mobile tour, and the company’s existing social media channels can also help to drive traffic to activations. Buying print, radio, and other media can also supplement the mobile tour and drive traffic to your activation.
Possible Tour Elements
There are several elements that can be added to a mobile tour campaign to increase the number of impressions and create a unique and engaging experience for your target demographic.
- Mobile vehicles are the cornerstone of any mobile tour, and can be fully customized to meet the needs of the brand and activation. Driving a vehicle cross-country with a custom wrap is a surefire way to generate thousands of impressions.
- Street teams add an additional in-person element to an activation, and act as a personal extension of the brand. Street teams bring further energy and enthusiasm to your brand’s products/services.
- Kiosks offer a chance to test out or learn about a product or service and can attract the audience in a meaningful way through interactive touch screens or engaging video reels.
- Pop-up shops are an excellent way to sell products/services during a mobile tour, and can be supplemented through traditional or social media campaigns.
Want to find out more about how we help brands take off through the use of experiential mobile tours?