Our initial concept was to follow the cats everywhere they went in the IKEA store by attaching tracking devices to each cat and plotting their movements on a map. This map would provide the user interface for the promotion. These devices proved to be inaccurate technically so instead we improvised a system that used people as cat trackers to help us keep a record of where the cats had settled down.

We calculated that if we ever got 100,000 people to this website then it would make it the investment in producing it, worthwhile. We got 225,000 visitors.The average visitor spent 5 minutes on the site, and the page with the longest dwell time was the product page. In addition this resulted in large numbers of people posting the IKEA Cats online experience on Facebook walls. Not only that, but the bulk of visitors were aged 25 - 44, and living in the UK. Our target audience.