For its upcoming “Friendsgiving” holiday campaign, IKEA is working with Uber and social influencers to deliver free meal-planning kits to lucky customers. For a limited time on Nov. 19, Uber users in NYC will get the opportunity to have one of 200 free IKEA Friendsgiving kits delivered to them. To push this campaign, IKEA is also working with influencers Katie Quinn and Jordan Ferney to created branded content about how to prepare a meal using the kit for IKEA’s owned channels.
What Brands Should Do
This is not the first time a brand has leveraged Uber’s booming popularity and logistical prowess to reach customers who are increasingly shunning away from traditional advertising. Walmart recently partnered with Uber to test on-demand delivery service, and Warner Bros. launched Mad Max-themed free Uber rides to promote the movie. As Uber repeatedly shows its willingness to work with brands, more brands should take advantage of the brand-friendly features and APIs it has to connect with customers on mobile.