Tian points out IKEA’s use of a mobile bedrooms to promote a store opening in Tempe, Arizona. Tian reports the mobile bedrooms have been seen throughout the Phoenix metro area and on the streets of Tempe. The mobile bedroom is mounted on the back of a retrofitted Ford van, outfitted with IKEA’s Fall furniture line and has two inhabitants in their pajamas going about their morning routine as onlookers watch. And no, they aren’t doing that. This is a G rated promotion.
IKEA has used this modified out of home approach to advertising before.
Last month IKEA hung 39 mattresses from the ceilings of major Paris raliway stations
