IKEA calls Uber and influencers for hearty 'Friendsgiving' promotion

Dive Brief:

Consumers in New York City who use the Uber app from 11 a.m. to 2 p.m. ET on Nov. 19 will get the opportunity to have one of 200 free IKEA Friendsgiving meal-planning kits delivered to them, the retailer said in a press release.
Food expert and social influencer Katie Quinn will share videos on IKEA’s owned channels showing how to prepare a meal using the kit. A complementary influencer campaign for consumers outside NYC involves lifestyle blogger Jordan Ferney, who will provide tips and tricks for hosting a Friendsgiving meal.
A push on IKEA’s owned and paid social channel went live yesterday to drive awareness and explain how to request a Friendsgiving kit through Uber.

Dive Insight:

IKEA is hitting on several trends in its new Friendsgiving promotion as it looks to drive awareness during the holidays. The effort is an extension of the recently launched "We Help You Make" brand platform, which promises to help consumers meet their furniture needs no matter who they are or how much they make.

According to the retailer, Friendsgiving is a new cultural phenomenon where friends gather for a Thanksgiving meal before the actual holiday.

The retailer’s partnership with Uber for the campaign suggests it is looking to reach the popular ride-sharing app’s urban customers where they are spending time — on their phones. Several other brands have similarly also partnered with Uber, including Hershey’s, Zippo and others.

The retailer’s use of influencers to build excitement for the promotion as well as extend it is another example of how social media stars are playing a bigger role for marketers, although this strategy comes with the need to closely following regulatory guidelines regarding proper disclosure. In the IKEA campaign, influencers will share videos demonstrating how to prepare a meal using the contents of the Friendsgiving kit and provide tips for hosting a memorable gathering.

IKEA partnered with MEC Wavemaker and InHouse on the promotion. The IKEA Friendsgiving kit includes plates, bowls, flatware, a serving plate, glasses, chopping board, pie plate, candlestick holder, candles, dish towels, meatballs, drinks, cheese, bread making kit, crispbread, jams and mustard.