The Brief: How can we enhance the IKEA Inspiration Experience with an engaging addition?
Our objective was to infuse excitement into the IKEA Inspiration Experience as we transitioned it from suburban settings to the city, commemorating IKEA’s 75th anniversary. With the pop-up and culinary offerings in place, we sought to uncover additional innovative elements.
Our Response: Let’s Develop an Augmented Reality Trivia Game with Prizes!
Having already convinced the client to translate the new catalog into a tangible popup experience across major cities (New York and Chicago), we pondered ways to heighten audience interaction. Coinciding with iOS introducing camera access from web pages (a feature Android had supported for years), we saw an opportunity to leverage this to scan QR codes using phone cameras and launch exclusive pages. This line of thinking evolved into the notion of an interactive trivia game, where participants could engage using their personal devices.
Collaborating with Bajibot, we forged ahead with the development of the web application. We recognized that captivating content would foster return engagement. Given the limited number of prizes, participation was limited to once per day; however, participants were enticed to return, aiming to outdo their previous score, often challenging friends to participate as well. AR codes were strategically positioned on product hang tags, each linked to unique IKEA product names.
Scanning an AR code triggered an intriguing “Did You Know?” fact about the company, followed by a question presented within a 5-second timer. Once a question was initiated, retaking it was not an option. A checklist for each room informed participants about the remaining tags.
Participants navigated the experience without prior knowledge of their scores’ implications. Exiting the final room, they encountered a prize area, leaving them yearning for slightly better results. This enticing game loop encouraged them to return the following day in pursuit of an improved prize.
As the Executive Producer, I undertook the responsibility of conceiving the engagement concept, designing the trivia game, assessing feasibility and scope, managing creative technology aspects, overseeing fabrication, and orchestrating the web development process.
ClientIKEAServicesExperiential / Creative TechProd CoBajibot