Stretching to Add Mobile
I’m a big fan of digital marketing, and a not-so-big fan of paper catalogs, which I believe lead to fewer trees, bigger landfills, and more paper slurry puddling around my apartment. So when IKEA’s fall catalog offered a chance at a gift card if I opted in to get three text-messaged questions about items in their new print offering, I thought, “Why not?” Seemed like a diverting way to get people like me to do something we normally hate: to detour the average catalog on its quick trip from the mailbox to the recycling bin long enough to flip through it.
Problem is, the concept was the most interesting thing about it. The three text messages, arriving in quick succession, each gave me a product and a page number to go to and asked multiple choice questions. Did EKTORP slipcovers (p. 52) slip on and off in a jiffy, let me mix match and makeover, love the washing machine or all the above?
The answer, and in fact the correct response to the ensuing two questions about BESTA storage (p. 76) and IKEA services (p. 370) was
