IKEA: "Wellcome to Bloxburg" - бренд-локация в Roblox для изучения покупательского поведения

Objective

IKEA sought to reach Generation Alpha and understand how younger audiences think about furnishing and self-expression in digital spaces. The campaign served as a strategic pilot to explore how Gen Z and Gen Alpha consumers interact with furniture in virtual environments and build brand relationships through creativity and community engagement before making physical purchases.

Solution

IKEA launched a pop-up furniture store within the Roblox game "Welcome to Bloxburg" from January 22 to February 5, 2026. The experience featured a themed showroom (Fancy Furniture Store) with 18 virtual products including iconic items like the Stockholm sofa, Elsystem rug, and Blåhaj shark plushie. Players used in-game currency to purchase furniture, completed assembly and delivery quests, and customized personal rooms with a built-in customizer tool. The campaign integrated with physical IKEA stores in Sydney (Marsden Park, Tempe, Rhodes) and Sweden, where scanning QR codes unlocked exclusive in-game items. The experience included photo zones for user-generated content and embedded tracking of player interactions.

Results

The campaign achieved significant unlock rates for in-game products and generated substantial viral traction on TikTok with user-created tutorials, making products accessible globally despite the regional pilot scope. Players demonstrated diverse creative engagement, building elaborate furnishing combinations ranging from carefully designed bedrooms to experimental setups. Feedback was predominantly positive with minimal complaints. No official sales figures or quantitative engagement metrics were publicly disclosed.