DOOHA Finalist: 89 Degrees, IKEA, "Find It" Mobile Sweepstakes
Best Integration with Traditional Media
With the goal of getting consumers to interact with IKEA's print catalog, 89 Degrees created a scavenger hunt in which readers would get clues texted to their mobile phones. The answers could be found only in the print catalog, ensuring that readers would spend more time with, and engage with, the catalog. Correct answers could instantly win an IKEA gift card - which drove return visits and in-store sales - and entered players in a grand prize sweepstakes.