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Momentum Inspiration: IKEA's Pop-Up Apartment

Metro commuters can observe the 5 temporary IKEA apartment residents inside during the promotion.

How’s this for stunt advertising: Ad Age just highlighted a Paris promotion that IKEA is currently running, which offers a six-day stay in a Paris IKEA apartment located inside a Parisian metro station. From Jan. 9 until Jan. 13, five apartment dwellers are living inside a 54 square meter glassed-in space (about 581 square feet) within the station, visible to all commuters who walk by. Fans of IKEA France’s Facebook page also had a chance to win one evening’s stay in the apartment.

We love this promotion because it truly stops people’s tracks. Who can’t help but stop and stare at actual people living inside a 581 square foot, glassed-in space? Plus, it shows off the efficiency and style of all the IKEA furniture. The tie-in with Facebook is also a great angle to bring in the online fan base.

What other brands do you think effectively pull off stunt-event advertising?

Need advice on the creative branding of your business? Call Momentum today at (843) 377-8450. 

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