In its pursoot to change the way consumers interact with their marketing material, IKEA has turned its 2013 product catalog into an interactive platform. IKEA consumers were encouraged to download the IKEA Catalog app that would allow them to scan the pages of their 2013 catalog. This would enable the consumers to not only engage with the catalogue content but also unlock extra content through the scanning of the pages.
The engagement was increased according to EConsultancy:
- Globally, the app was the number one downloaded marketing app for a brand in 2012 and the catalogue received three times the attention of the 2011 catalogue.
- The revamped experience across print and app increased engagement significantly. Users spent an average of eight minutes with the app compared to three minutes with just the catalogue.
- 6.2m installs.