Ikea’s latest marketing stunt is a cheeky example of a growing trend of brands engaging with consumers in highly personalized ways. On Valentine’s Day, Ikea consumers received a “U up?” DM from the brand and the lucky few who responded between the hours of 12 AM to 5 AM, received a free mattress. Those who missed the deal were still able to collect 15% off on their mattress purchase. This playful message tapped into a humorous vein of internet culture, while simultaneously addressing a real consumer need: better sleep.
This late-night activation wasn’t just a silly gimmick. It was a data-driven move capitalizing on the behavioral insight that shows people are more likely to engage with content, and even make impulse purchases, during periods of restlessness and screen time. By offering a free mattress to those who immediately engaged (while still including those who missed out on the epic deal), Ikea skillfully blended engagement with conversion to create a memorable campaign.
This approach demonstrates a significant shift in digital marketing. Brands are moving beyond traditional ads to create experiences that feel more organic and culturally relevant. The personalization of this approach creates a more intimate and exclusive interaction, ultimately fostering stronger brand connections. This isn’t limited to digital marketing, as experiential marketers can take notes from campaigns like these. Being able to seamlessly integrate cultural relevance, behavioral insights, and promotional incentives into a single campaign or activation shows how brands can remain top-of-mind in an era where attention is fleeting, and consumer loyalty is harder to secure.