In this way, we took advantage of the things that happen most often in the media to present a new product of ours in real time whenever this gag was used.

On media: By using the search criteria of the most popular categories and content, we also presented our new products with each repeat of the things that happen most on the Internet.

A real-time demo with a minimal spend making the most of the dual screen phenomenon and meeting our dual objective:

For people to realize IKEA is always bringing out new products and to show them all.

These days brands have to be in mind of consumer every time. How can we take advantage of this situation? Through Marketing Real Time we take some advantage of current world to reach consumers. IKEA wanted to explore Marketing Real Time possibilities to launch its new campaign, for this reason we have choose to inscribe this campaign in this category.

On television: a short spot would air before each programme, announcing that a new product would be presented in real time on Twitter each time this gag was repeated.

To change people’s general perception that the IKEA catalogue is always the same, we decided to prove that our collections are being constantly renewed, by creating the concept:

As many new products as things that happen most often.