Case Study: IKEA achieves 8 million Twitter impressions and reaches 700,000 users with Union Metrics

Exposed PR’s IKEA Capture the Catalog tournament

Exposed PR, together with creative partner C&I Studios and client IKEA Sunrise, staged "Capture the Catalog" — an in-store scavenger hunt designed to launch IKEA’s 2012 catalog and replace traditional media events with a more engaging, social-first activation. Eleven teams competed to complete tasks around the store while tweeting progress and driving buzz via unique hashtags.

The team used TweetReach to live-track each hashtag and take snapshot reports to determine the winner, announcing leaders and milestone impressions in real time. The promotion generated more than 8 million impressions and reached over 700,000 unique Twitter accounts in 90 minutes, and IKEA reported one of its busiest Saturdays in over a year.

IKEA

Chantal Nichtawitz

Marking Manager