Photo Source: Marketing Magazine
IKEA is known for creating innovative experiences for shoppers and their latest attempt is no exception. They’re jumping on the branded vending machine bandwagon (something we’ve seen brands like Essie do before) and offering a contest that’s powered by Twitter to promote the latest edition of their catalogue.
The vending machine is going on tour across Canada until the end of the month. When you tweet a PIN displayed on the vending machine, you will instantly win a prize such as a gift card, restaurant voucher or toy. One shopper tweeted a photo of the stuffed bear she received, which makes me curious to learn what else is inside the vending machine. It sounds like simple instructions for anyone with a Twitter account. The designated hashtag #GrabLifeByTheCatalogue is kind of long, but it clearly communicates the purpose of the campaign.
IKEA generated buzz about the vending machines through a Promoted Trends ad campaign on Twitter.
This is not the first time that IKEA experimented with a vending machine concept in Canada. In 2012, IKEA built vending machines for shoppers in Winnipeg, Manitoba to promote a new store opening.
Contesters are enthusiastic to try it out and the proof can be seen on Red Flag Deals, where you can find the contest rules. I’m not sure if I’ll have a chance to test it out myself, as I try to avoid IKEA during the back to school rush; however, I think it’s a neat idea and a smart way to encourage engagement with IKEA’s social media channels.