You might have had to blink twice, rub your eyes, pick your jaw up from the floor and shake your head… But it’s true; Ikea is entering the multi-billion dollar wedding industry. In a totally new way.
Ikea, the world’s largest furniture retailer (emphasis on furniture!!) is launching an online, virtual wedding service.
It works by placing a live webcam feed on top of a pre-existing background, sorry I mean “wedding venue”. Ikea’s wedding themes include classic, fairy tale, beach etc.. Then you are able to set a time and date and invite friends and family. Once your guests join the “ceremony”, only their faces are shown, which essentially means that Gran can now attend the happiest day of your life in her pyjamas, and you’re none the wiser! When your wedding is “live”, the public are also able to view you say your ‘I do’s’.
What’s the kicker? I hear you ask…
Well! They’re a clever bunch. Each wedding venue is fitted with products that just happen to be available at Ikea… Taaaa-daaaa. Marketing at its finest! In a few clicks, guests and public viewers of the wedding are able to find out more information about the products and can even be redirected to the online store to buy them. Aha!
I wonder if Bride and Groom also have an Ikea Wedding Registry?
I love this idea for two reasons. As a marketer, I think it is very clever and very out of the box, without being an ‘in your face’ marketing ploy. I also love the idea that it does have the potential to take-off and be an ideal platform for people that are unable to hold a wedding in their ideal destination or with their friends and family physically present.
Maybe a bit of light-hearted fun. Maybe the way of the future. Either way, claps for Ikea for their innovation.
What do you think?