Ikea virus Marketing for students: The effect is moving, short

Introduction: Talk about viral marketing is not so complicated, when you see good video, good pictures, good articles, tell your friends where to find, or directly to others, this is the virus. Ikea's latest viral marketing is simple. It produced a viral marketing site for the upcoming Back-to-school students after the summer vacation, with interactive product presentations, video and music downloads. The site's greatest charm in fact reflects the IKEA spirit: a simple way to create a better life. The virus tool is a virtual airmail envelope. Fill in the recipient's name, e-mail address and sender's name, e-mail address, and then send it OK. The whole site design simple and rich characteristics, very user affinity. But unfortunately, site flaws are also obvious: only heavy effects, do not seek results. Such a moving site, there is no help users to achieve the purchase of the link, or even a small hint of information are not. I do not know is Ikea's deep pockets, only to do brand. Or creative team wise thousand worry, must have a lost. This case is a reminder that the virus is not an end, and the purpose of making it is.

Edit comments:

has been the Back-to-school season, Ikea for the shy students, is the first choice of home products. Ikea therefore released a friendly site for both sexes to promote their newest student furniture.

When you click on this site, a thick cardboard box opens, you see a well-organized and strong living atmosphere of the dormitory. You can click on each of the different furniture of the site to view the description of each piece of furniture. And you can see other things in the same style. The user is deeply attracted, do not need to stay away from this site can surf.

You can also click on other design style hostels. The site also provides downloads for these curious students. You can watch your roommate videos and download interesting MP3 music from your site. This music echoes from your landing site.

The site is simple and easy to use, like the kind of furniture that students like.

Deputy Editor-in-Chief of--krisserin Canary,,imedia

Opinion of the jury:

Ikea's roommate interactive campaign is well directed and seductive. It is clear that students are invited to design, make budget, and even win their own dormitory furniture. In the expression of information, the site can be a +. A is available in terms of interactivity and inviting people to take action.

Throughout Ikea's activities, students have the means to open things, and the furniture styles and prices that attract them are also interesting and smart to show. The variety of rooms with different styles is consistent with the diversity of IKEA furniture and the desire of students to decorate their own personal surroundings.

Ikea offers free and special promotions, highlighting their own stylish but affordable brand value. There is a very easy to ignore the placement of reference, is the noodles with the book on the Bookshelf, which shows the characteristics of students thrifty.

--lana McGilvray, vice president of Datran Media

Site design and Flash are doing a great job. Very interesting. I was amazed when I found that so many technical elements were working well. The entire site does not have a bug. Great ideas are often damaged by bugs and incomplete ideas. The creative team has done a lot of work on the transformation between different furniture and accessories, and the mobility is good. I almost totally fell in love with the downloads section. Video a bit grits people.

This site only lacks two points. One of the other decorative style of the dormitory is not like the home page to see more details of the product. You can only see pictures. The second is that Ikea's website is entirely electronic commerce. But I can't buy anything I see on the site. Ikea hung me there. There may be some reason for this, but I guess it is more likely to be overlooked, or promotion is not the main purpose. The Ikea man led me across the room and told me what the dorm would be like, which made me very excited, but suddenly everything stopped. There is no link to an ecommerce page, or even a cursory message that tells the user "the Ikea store closest to you". It's like the 1998 style, except for better pictures and animations.

Based on this, I think the Ikea interactive team has performed perfectly. But the planning team is a bit confusing. What the hell happened? You bring visitors, you sell the information about how great the furniture will be, but then there's nothing. No purchase options, no representations.

--keith D. Pape, senior partner, Frontgate Creative Company

Note：

Creative site: http://www.roommateliving.com/

Source: http://www.imediaconnection.com/content/16195.

(Compile: Shi Ying)

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