IKEA's LEKO Car Viral Marketing Shows It's Not What It Seems
Katie Cordrey — April 1, 2009 — Autos
References: wheels.blogs.nytimes & nowpublic
Rumors of an IKEA car have been floating around cyberspace for a couple of weeks, but the gig is up. Isabelle Cremoux-Mirgalet, a spokeswoman for IKEA France, has made it official: the mystery ‘LEKO’ video buzz has been part of a viral market campaign for an online car-sharing service partnership set to launch in 26 French locations. All details are not yet available, but those do-it-yourselfers who had visions of assembling a flat-packed car in their living rooms will have to park those dreams.
The video above is in French, but I'll try my best at translating. The cover tarping the curious shape reads, "La voiture selon Ikea” which translates to “the car by Ikea.”
The man, who I assume is supposed to be a designer, touts the virtues of the yet to be unveiled object and lets us know that March 31 will mark the beginning of this sustainable development.
The video above is in French, but I'll try my best at translating. The cover tarping the curious shape reads, "La voiture selon Ikea” which translates to “the car by Ikea.”
The man, who I assume is supposed to be a designer, touts the virtues of the yet to be unveiled object and lets us know that March 31 will mark the beginning of this sustainable development.
Trend Themes
1. Viral Marketing for Product Launch - The success of IKEA's LEKO car viral marketing campaign shows the potential of this strategy for unconventional product launches.
2. Online Car-sharing Service Partnerships - The LEKO car campaign included the announcement of an online car-sharing service partnership, highlighting the growing trend of car-sharing and collaborative consumption.
3. Sustainable Development in Transportation - The LEKO car campaign emphasizes the importance of sustainability in transportation, creating opportunities for innovation in eco-friendly vehicle design and carbon reduction strategies.
Industry Implications
1. Automotive Industry - The viral marketing success of the LEKO car campaign provides an opportunity for car manufacturers to explore unconventional marketing strategies to generate buzz around new vehicle launches.
2. Car-sharing Industry - The LEKO car campaign's announcement of an online car-sharing service partnership highlights the opportunities for growth in this industry and the potential for collaboration with other brands to expand reach and services.
3. Sustainability Industry - The LEKO car campaign's focus on sustainable development in transportation creates opportunities for innovation in eco-friendly vehicle design, renewable energy, and carbon reduction strategies.
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