Meta and Ikea have partnered with Stockholm-based immersive tech company Warpin Reality to put on an interactive augmented reality experience for families visiting Ikea stores across Sweden.
Called The Little Adventure (“Lilla Äventyret” in Swedish), the AR game can be opened as a filter on Instagram and aims to increase interest and knowledge about life in the ocean, with children able to (virtually) swim with various sea creatures and learn about them.
It also encourages players to engage with themes like littering and pollution prevention, with all three companies involved committed to increasing plastic recycling (for instance, Ikea’s Blåvingad collection from last year).
Ikea Retail Sweden has become the first retailer globally to explore the Meta SPARK AR solution on such a large scale, with the campaign opening across 21 stores this month.
“We are constantly exploring new ways to meet our customers. Currently, we’re doing so by developing a game for everyone looking for a fun experience for the whole family,” says Helena Gouiveia, Marketing Manager at Ikea Retail Sweden.
“The game is based on our collection Blåvingad, as well as children’s interests and curiosity, but also on their concerns related to our oceans. Thanks to the game, children can learn more about marine life and what happens under the surface while they are in our stores.”
“As technology evolves, so do the opportunities for brands to create more compelling and immersive experiences. This project is an interesting step in creating a richer customer experience at Ikea by weaving in technologies such as augmented reality as part of the shopping experience,” says Josefine Billström Raasakka, Creative Shop Meta.
“It’s been great to create this innovative family experience in AR with Meta and Ikea,” adds Emma Ridderstad, CEO, Warpin Reality.
“Working closely with Meta, we’ve challenged and tested the boundaries of SPARK AR, moving from a simple filter to creating a unique experience for the whole family.”
“It will be exciting to see how all families with children play and have fun together with Ikea’s Lilla Äventyret. It’s inspiring to see how Ikea is exploring new possibilities, and at the same time it’s a great example of how AR can be used to enhance the in-store customer experience.”