Para desarrollar esta campaña, IKEA se asoció con Instinct, agencia con sede en Moscú
To promote the collection of this year, the Russian division of IKEA partnered with Instinct, a Moscow-based agency, to produce a campaign from Instagram, in an entirely new way to make their PS 2014 collection.The @ Ikea_ps_2014 Instagram account serves as a “home page” of the website. When clicking on the picture of the individual category, hidden labels that reveal the link to each product within that category appear, that way, each of the 34 items in the collection received their own Instagram account.Within each product are videos, product information, and snapshots of different angles. This unconventional use of social photo sharing platform, has its roots in previous campaigns for other brands. Earlier this year, Mazda and JWT Canada made of Instagram an interactive road trip, to replace data images and videos that followed one of the vehicles in their epic adventure, were used. Similarly, the Silent Film Festival of Toronto gave full attention to creating a complete interactive time line with urban legends and video clips to celebrate 100 years of Charlie Chaplin.To explain in detail the interactive use of this campaign, Instinct created the following {video; https://www.youtube.com/watch?v=HPW6iHJ6tMM}.
