Ikea contest drives e-mail opt-ins, catalog requests

Home furnishings giant Ikea named the finalists in its “Life Improvement Sabbatical Contest” on December 13. The company is using the program, part of a larger initiative including in-store seminars, an employee challenge and advertising, to drive opt-ins for e-mail and catalog requests. The retailer is encouraging consumers to vote on the winner.

Ikea is working with Ogilvy & Mather New York and PR firm Ketchum on the campaign.

Ikea is donating $1 to nonprofit Save the Children for every vote cast, up to $50,000, and running print ads in magazines like O, the Oprah Magazine. Sadloch said the brand is “optimistic” the contest will receive close to 50,000 votes by its January 17, 2011 close. Consumers can opt in to e-mail offers about deals and local events when filling out online voting ballots.

Ikea has received “almost 1,000 opt-ins from site visitors to receive more information on Ikea deals and local events, and more than 1,000 requests to receive IKEA catalogs,” said Vera Leigh Sadloch, an IKEA spokesperson, via e-mail. The retailer is also promoting the initiative on its website, Facebook page and electronic newsletters.