IKEA is hitting the road. Well, five of its employees are anyway. As part of a yearlong event known as the "IKEA Home Tour," the workers will visit families across the U.S. to make over their homes with items sold by the chain. The event will be featured on the company's YouTube video page.
"We believe that people can do simple things that make a big difference to make life at home better," said Julie Foor, IKEA Home Tour project manager, in a statement. "With the tour, we're tackling home challenges that are universal, so there are smart ideas and inspirational tips from the makeovers that can be helpful for anyone."
Consumers who want their homes made over can apply by submitting videos. The company has already found homes in Atlanta, but is currently seeking submissions from Charlotte (submission period ends 4/25), Baltimore/D.C. (ends 5/2), Philadelphia (5/5-6/6) and New York (6/2-7/6).
According to a New York Times report, the digital campaign promoting the tour will account for one to two percent of IKEA's media budget (up to $2.4 million). Social media will feature heavily in the effort, particularly Instagram and Twitter.
Will IKEA's Home Tour be more effective as a branding campaign or as a sales promotion vehicle?