IKEA is a great place for young people to buy tables/ chairs/ shelves/ ice cube trays. Instagram is a great place for young people to share photos of their food/ trainers/ post-work pint (#longday). So it was only a matter of time before the two paths crossed, which they did in Russia recently.
It’s all been done to launch the new PS 2014 collection, but instead of it just being a straight photostream with a touch of Toaster filter, they’ve effectively built a whole website using Instagram. Each of the products has its own account, so users can browse through the range and tag their own favourite flat-pack shots as well.
It’s not the first time IKEA has dived into the world of social media and come up smelling like something incredibly pleasant. In 2010 they put their entire catalogue on Facebook and gave free furniture to the first person to tag themselves on each product. #smartthinking
See the movie here: http://vimeo.com/98909669