Creativity

IKEA and MEC Wavemaker partner with Superfruit’s Mitch Grassi and Scott Hoying for interactive Snapchat experience

By Kyle O'Brien | Creative Works Editor

July 14, 2017 | 4 min read

IKEA US and MEC Wavemaker, MEC’s content division, have partnered with pop duo Superfruit’s Mitch Grassi and Scott Hoying to launch a first-to-market interactive Snapchat video experience for ‘Back to College’ season to appeal to a millennial audience.

Tapping into the influencer bench of Fullscreen Media, IKEA and MEC leaned on music and comedy duo Mitch Grassi and Scott Hoying (real-life roommates) for authentic, entertaining content that brings to life IKEA’s Back to College styles. The creative becomes a choose your own adventure-style video encounter with the duo, where you can study together or apart, get ready for a party, decorate and other fun IKEA-based fun.

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Scott Hoying and Mitch Grassi

Scott Hoying and Mitch Grassi

Scott Hoying and Mitch Grassi

Leveraging Eko’s interactive storytelling technology, IKEA and MEC Wavemaker transformed a linear video activation into a personalized click-through, enabling viewers to follow the influencer of their choice, controlling and impacting the outcome with the tap of a button. Viewers take an active role in how the story takes shape, offering insight into user preferences and capturing the essence of IKEA’s broad range of styles.

Commenting on the campaign, Kendra Ferguson, IKEAMedia project manager, said: “We curated seven different style collections for our Back to College campaign. Through interactive video, we featured two of those styles in an engaging way, and hope to gain insights about what appeals to our consumers through the choices they made.”

Back to school is an important time for the retailer, and this campaign eschews traditional media to reach a younger audience.

“We seek to do more than earn consumer attention for our clients—we are in the business of inspiring people through content, gaining attention through experiences and winning consumers through voluntary engagement. That is what this campaign is all about: immersive connections through the intertwining of data, technology and content,” said Noah Mallin, head of social, MEC Wavemaker.

The Snapchat experience will run until the end of August and be amplified across social and display channels.

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