The IKEA Wonderful Everyday Contest Highlights User Photos
Rebecca Byers — May 16, 2016 — Business
The IKEA Wonderful Everyday contest is a covert marketing campaign from the UK arm of the Swedish retail chain that will see user-generated content included in an exhibition at locations across Britain. The #WonderfulEveryday photo contest will be judged by British photographer Mike Kus and aims to "save the printed photograph" in light of recent studies that suggest despite 300 million images being uploaded to Facebook everyday, yet 66% of British consumers haven’t printed a photo in the last year.
The campaign will see the creation of a Snapshots of Britain Gallery featuring special 100 user-generated photos submitted to competition via Instagram. Winners will also win £1000 worth of gift cards, while the entries are available to view on the brand's dedicated campaign page.
The campaign will see the creation of a Snapshots of Britain Gallery featuring special 100 user-generated photos submitted to competition via Instagram. Winners will also win £1000 worth of gift cards, while the entries are available to view on the brand's dedicated campaign page.
Trend Themes
1. User-generated Content - The IKEA Wonderful Everyday contest highlights the power of user-generated content, creating opportunities for businesses to leverage customer involvement in their marketing campaigns.
2. Covert Marketing - The contest serves as a prime example of covert marketing, showcasing the potential for businesses to engage their audience in a subtle and creative way.
3. Printed Photos Resurgence - The contest aims to revitalize the art of printing photos, revealing the untapped market of consumers who still value the physicality of a printed image.
Industry Implications
1. Retail - The success of IKEA's campaign emphasizes the potential for retail brands to tap into user-generated content and leverage it to create engaging marketing initiatives.
2. Photography - The contest highlights the importance of photography as a creative medium and presents opportunities for the photography industry to capitalize on the growing trend of user-generated content.
3. Social Media - The campaign showcases the impact of social media platforms like Instagram in facilitating user participation and presents opportunities for businesses to further harness this potential in their marketing strategies.
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