The popular children’s collection BLÅVINGAD has inspired the new AR game, ‘Lilla Äventyret’, which launches on February 13 in partnership with Meta and Warpin Reality. The game allows adults and children to have fun together while learning about life under the surface and many of the exciting animals that live there. Why? To make children’s stay in the store more enjoyable and get more people to care about a cleaner ocean.IKEA’s BLÅVINGAD toy collection, partly produced from recycled PET and plastic cleaned from the ocean and inspired by the mysteries of the deep sea, was launched in October 2022. Through the collection, we want to help future generations become more aware of how pollution and littering affect nature and in particular our vital oceans. To increase interest and knowledge about life under the surface, IKEA is now launching the interactive game Lilla Äventyret. The game, which is in AR format, opens as a filter in the Instagram app and can be played by both adults and children. Once inside the game, there are several learning opportunities and facts about underwater animals. You can also take pictures with the game’s filters and be immortalised with an octopus, turtle or killer whale from the collection.
“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. 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.”, says Helena Gouiveia, marketing manager at IKEA Retail Sweden.
The Instagram game Lilla Äventyret was launched on 13th February in the IKEA stores and the experiment will run during the wintersport holidays in the 21 Swedish stores. The game is developed in cooperation with Meta and Warpin Reality. This makes IKEA Retail Sweden the first retailer globally to explore the Meta SPARK AR on a large scale. We hope the experiment will increase our understanding of how augmented reality can affect a physical shopping environment. The game is tested by scanning a QR code in the store and then walking between the different stations to try out the different parts of the game.
“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. 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. We are proud to have been part of this project,” said Emma Ridderstad, CEO, Warpin Reality.
