IKEA U.S. is helping people celebrate Friendsgiving, the new cultural phenomenon where friends gather for a Thanksgiving meal before the actual holiday.
Developed with agencies MEC Wavemaker and production company InHouse, IKEA is giving Friendsgiving kits to Uber users in New York City’s five boroughs.
NYC riders first open the Uber app and enter promo code IKEAFRIEND starting November 10. To help spread the word, IKEA will raise awareness through its owned and paid social channels. Then, riders will be prompted again on November 19 to find the custom IKEA option in the app to request the IKEA Friendsgiving kit. They will receive IKEA dining products and holiday ingredients for six if they are one of the 200 users connected to a car carrying this package between 11 a.m.-2 p.m. ET.
This project underscores the abilities of WPP's MEC Wavemaker which originally launched earlier this year. This specialist content division consolidated MEC’s content strategy, social, partnerships and experiential, organic search and creative services expertise into one unit.
For those outside of New York City, IKEA is working with food and social influencer Katie Quinn and Oh Happy Day lifestyle blogger Jordan Ferney to share videos on IKEA’s owned channels that demonstrate how to prepare meals using the kit's contents.
“At IKEA, we understand that sometimes it’s a challenge to make it home for Thanksgiving. Friendsgiving is about being together with those that are like family, and the special memories that are made in the kitchen, around the dining table and over food,” stated Kendra Ferguson, media project manager, IKEA.
“This year, we’re continuing to celebrate Life In and Around the Kitchen and the many magic moments that happen there, which is why we teamed up with Uber and ‘Oh Happy Day’ to help make Friendsgiving extra special for those celebrating.”
This campaign is part of IKEA's "We Help You Make It" brand platform that launched in September to promote the concept of helping consumers "make special memories."