Favoritos IKEA Family
- Brand
- IKEA
- Year
- 2023
- Objective
- Engagement
- Industry
- Retail
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- Wild
- With
- MRM Spain
- With
- Raffaele Micillo
Objective
IKEA Family Spain wanted its loyalty club — more than 7 million members strong — to engage playfully with the products its own community had voted as favorites. Framed on-site as a quiz, "How well do you know IKEA Family?", the game gave members a reason to look closely at the assortment, with entry into a sweepstakes for a trip to Sweden as the payoff for playing.
Solution
Players step through the doors of a virtual IKEA store, recognizable from its entrance, and move room to room by clicking or dragging across the screen, guided by a short onboarding tutorial at the start. The task: track down five products that IKEA Family members themselves named their favorites, tucked among the shelves and displays of each department. Finding an item confirms it on screen before the player moves on to search the next room. The session runs until all five favorites have been spotted.
- 1
The game opens as a quiz-style challenge asking how well the player knows IKEA Family's most popular products, framed as an entry route into a sweepstakes for a trip to Sweden. Before play begins, an onboarding prompt explains that the player looks around and moves through the store by clicking or dragging on screen.
- 2
Play starts at a recognizable IKEA storefront, the entrance to a three-dimensional mini-store built for the campaign.
- 3
Moving between the store's spaces is handled by pre-rendered video transitions synced to each room, so the passage from one space to the next reads as continuous motion rather than a real-time walk.
- 4
In each of three rooms in turn — living room, kitchen, and bedroom — the player surveys a pre-rendered 360-degree panorama of the space and clicks on hidden products to add them to a running collection, continuing room to room until all five of the club's favorite items, as chosen by IKEA Family members, are found.
- 5
Once all five products are collected, a results screen displays the full set the player found.
- 6
Completing the search enters the player into the stated sweepstakes for a trip to Sweden.
