Lilla Aventyret (The Little Adventure)
Read the story- Brand
- IKEA
- Year
- 2023
- Objective
- Engagement
- Industry
- Retail
- Mechanic
- Adventure & Quest
- Platform
- Social
- Agency
- Warpin Reality
Objective
During Sweden's winter sports break, IKEA wanted a reason for families to linger in-store, and set out to teach kids about ocean life and the effects of plastic pollution — a message tied directly to the BLÅVINGAD children's collection, part of which is made from plastic recovered from the sea. Built with Meta and Stockholm studio Warpin Reality, the launch also let IKEA test augmented reality as a tool for shaping the physical retail environment at scale.
Solution
A QR code at the store entrance opens Lilla Äventyret (The Little Adventure), an Instagram AR filter, straight from the phone's camera — no app install needed. Once it loads, the filter turns the store around the visitor into an underwater world, with sea creatures drifting through the aisles. Players then roam the floor looking for four hidden stations; scanning each one unlocks the next part of the story, along with facts about ocean animals, and a chance to pose for an AR photo alongside an octopus, a turtle, or an orca. The adventure is built to be played by a parent and child together — the game itself is aimed at kids from age three, though posting the photos requires the adult's Instagram account, since Instagram sets its own minimum age of 13.
- 1
The player finds a starting station with a QR code inside an IKEA store and scans it with a phone camera, which launches the "Lilla Äventyret" AR filter inside Instagram.
- 2
Through the phone's camera, the store floor turns into an underwater scene: sea animals from the BLÅVINGAD collection appear to swim around the player in real space.
- 3
The player seeks out four scan stations placed in different zones of the store, scanning the image at each one to unlock a distinct segment of the experience; the family moves through the store repeating this until all four stations are found.
- 4
Each unlocked segment teaches facts about sea creatures and how litter and pollution affect the ocean.
- 5
At each station the player also gets an AR photo moment, appearing on camera alongside a sea animal — an octopus, a turtle, or an orca.
