Ikea's Yellow Shirts Go On Cross-Country Tour to Make Over Your Home

Brand Takes a Page from HGTV with Web Home Improvement Show

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Many of us have wandered the aisles of Ikea to find budget-friendly design and storage ideas for our homes, but now the marketer is going to take its helpful home solutions on the road with a crew of yellow-shirted home improvers for a new online series, the Ikea Home Tour. The retailer takes a page out of HGTV's book and has recruited five of its staffers to travel across the U.S. for a year. Along they way, they'll help transform homes in big cities including Charlotte, Atlanta, Baltimore, New York and Philadelphia.

The "Home Tour Squad" will conduct makeovers big and small, and their efforts will be documented in videos that will appear on the marketer's YouTube channel. Other content will include behind-the-scenes interviews and video shorts featuring design tips. Consumers can follow their exploits via Twitter (@DesignbyIKEA), Instagram (@IKEAUSA) and via the hashtag #IKEAHomeTour.

Consumers can apply for a chance to win their own makeovers at www.ikea-usa.com, where they can submit videos about how IKEA can improve their lives at home. See submission dates below. (Atlanta participants have already been determined.)

Charlotte (Submission period 4/2-4/25)
D.C./Baltimore (Submission period 4/2-5/2)
Philadelphia (Submission period 5/5-6/6)
New York (Submission period 6/2-7/6)

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Date
Apr 03, 2014
Client:
Ikea
Category
Latest Creativity News on Ad Age

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