Ikea Promotes its Ads


Ever wonder just how much attention your marketing gets? Ikea Canada is hoping to find out with its “Capture The Page” promotion.

The retailer has just launched its 2011 catalog. Ikea catalogs are more popular than most print marketing (according to Wikipedia, it’s published each summer in 55 different editions, in 27 languages for 35 countries), but Ikea wants to be certain that shoppers are taking a look inside. Capture The Page asks shoppers to offer proof that they’re engaging with Ikea’s marketing in exchange for a chance to win big prizes.

Once shoppers have registered on the contest website, they can enter the contest in several ways. The first is to literally capture a page – photograph a page of the Ikea Catalog, and submit it to the site. The second is more of a scavenger hunt – get a second entry by photographing an image of a page of the catalog that’s printed on outdoor ads (e.g., bus shelter ads, billboards). The third is to click a web banner ad for the contest, and the fourth is a web scavenger hunt, finding icons on the Ikea.ca website.

Ikea has had over 33,000 entries to the contest in a little over a week, with nearly three weeks left to go. The grand prize winner gets a gift certificate for $10,000 and weekly runners up get $500, so there’s good reason to get involved.


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