IKEA Belgium – Euro 2016 2016

During the EURO 2016, social media was cluttered with everyone in Belgium talking about the Red Devils. IKEA, the most Swedish brand in Belgium, wanted to make some noise during the Belgium-Sweden match to increase brand affinity.

Nowadays, 77% of us watch TV with a second device nearby. So we decided to rule that second screen. We did a live-report of the game in a typical fun, tongue-in-cheek IKEA way. If something happened on the field, our game center made it happen on your screen! Each update of the game was linked to a specific product of ours and let’s say we sent some meatballs in the net.

How many goals did we score? Our comments reached more than 1.4M users on Facebook and assured 3.7M impressions. People showed massive love to IKEA’s twist to football. CPI (cost per interaction) was the lowest IKEA has ever achieved and most importantly… the Red Devils defeated Sweden 1 to 0!