Ikea has long been linked to entertainment as a formula to connect with the audience and show how its products are part of people’s daily lives. It has done so by exploring innovative sales formats, such as live shopping; with reality shows or with the sponsorship of podcasts. And this year it expands that relationship with its presence on some of the most notable television programs on the grid.
Ikea in “First Dates”
In collaboration with Mediaset, the company has launched “Nidito de amor” in “First Dates”, the dating program hosted by Carlos Sobera that airs daily on Cuatro. Ikea’s presence adopts the format of a compatibility test, to which some of the couples participating in the program are subjected at the end of the program, when, after their date, they are asked if they will continue seeing each other.
The brand is integrated into the format with questions related to life at home, cleaning and order routines, or culinary preferences, and which are also linked to products that are part of its product catalog. For example, on January 20, he asked Olivier and María and they were more into arguing like a pressure cooker or letting conflicts cool in the refrigerator.
He did something similar a few days later with Daniele and Melisa, whom he asked, for example, how many times they looked in the mirror before leaving the house. In addition to the presence it obtains during the broadcast of each episode of “First Dates”, the program also offers “Nidito de amor” through its social networks.
The integration of Ikea in “First Dates” is reinforced with the presence of some of its objects, such as the “Faming Hjärta” cushion, in the shape of a heart; or some chairs upholstered with its recognizable blue bag, called “Frakta”, which has been the protagonist of international advertising campaigns on other occasions.
The strategy includes coverage of Ikea’s participation in “First Dates” on the Cuatro website, through videos about “Nest of Love”, texts that highlight the brand’s products or display advertising. The latter are especially focused on highlighting Ikea’s proposal in kitchenware and kitchen utensils, aligning with one of the latest campaigns launched by the brand, “The kitchen is the heart of everything that happens at home.”
Ikea in “Decomasters”
Ikea’s commitment to entertainment is especially reinforced this year, both with its participation in “First Dates” and with the sponsorship of “Decomasters”, the new decoration and interior design talent show offered by La 1 produced by Shine Iberia. The contest premiered on Monday, January 26, and pits ten celebrity couples against each other in different challenges related to the theme.
The presence of the brand is articulated in a similar way to that of the El Corte Inglés supermarket in “Masterchef”, in such a way that Ikea is the official supplier of materials so that the contestants can carry out their tests. In this sense, both the brand logo and its products are visible at different points in the broadcast.
In addition, the brand includes in a publication on social networks the products that have appeared in each episode. The sponsorship is complemented, among other things, with the execution of pre-roll spots in the reproduction of the episodes on the RTVE Play streaming platform.
