I love tactical marketing actions as they are so much able to reinforce the coolness of a brand. Ikea latest action is a great example of smart tactical marketing. In the US they launched a guerrilla action and a website riding the way of Obama's arrival at the White House.

The idea is simple: when you move into a new home, you'd like to furnish it according to your style and personal living needs. Well, if you go on EmbraceChange09, you can pretend to be Obama for a few moments, and organize the Oval Office the way you want.

I love how they incorporated many different elements into a single campaign to carry the theme through their online, offline and guerrilla marketing. I also like how they tapped Obama-mania but didn't go overboard, and actually created something that people would like to interact with, because they can pretend to be the President for a day. Great stuff!

http://thefutureofads.com/2009/01/19/ikea-to-embrace-change-and-decorate-oval-office-for-obama/

Posted by: Cory O'Brien at January 20, 2009 07:55 AM

So cool & so effective !
As we like ;)

Posted by: beN at January 20, 2009 02:15 PM

Nice but where is the stripper pole?

Posted by: Serge at January 21, 2009 01:58 AM

::nods::
And I personally feel IKEA's got a LOT better claim to having something in common with the new administration's goals than Pepsi :). Why? Well, I've posted on a bunch of blogs, but finally decided to do a whole series on the topic: http://www.ikeafans.com/blog/tag/obama/ .

Obviously I'm not exactly without bias here, but Green practices are something near and dear to my heart, and one of the main reasons I like IKEA so much ;-).

Posted by: James at January 30, 2009 07:49 PM