To celebrate the 60 year anniversary for IKEA, a campaign called "Capture the Page" was launched inviting IKEA Fans to interact with the IKEA catalog pages by taking a picture of their favorite page, or outdoor billboard and uploading them to the IKEA.ca website for the chance to win $10,000 in IKEA gift cards.
This past summer I remember riding the Go and outside Union Station this campaign was splashed everywhere outside. I thought the idea was brilliant. It was a great campaign to get consumers looking inside the 2010 catalog. I noticed the outdoor advertisements and they got me flipping through my IKEA catalog more frequently than normal. This was a really great guerrilla marketing campaign.
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