By Robert Wheatley

Driving incremental media attention by stepping outside the Oval

Congratulations to Ikea for their creative use of an event strategy to drive editorial media attention nationally for their brand and business. Ikea moves into Washington, DC’s Union Station, literally, to install its own version of the Oval Office – a three dimensional, live, hands-on display of what they term is a “modern rendition of the iconic round room.”

Ikea states in their announcement press release: “President-elect Obama’s notion of change and his commitment to fiscal responsibility match the Ikea philosophy of practical and affordable home furnishings for all.” Visitors can sit in Ikea’s vision of what the President’s desk chair would be. And can also inscribe their best wishes to the incoming commander in chief inside a guest book that eventually makes its way to the Whitehouse.

Meanwhile a companion Web strategy goes live at www.embracechange09.com. There visitors find an interactive design tool with drag and drop capability to custom design your own version of the Oval office. As incentive to engage, you can sign up to win a $1,500 gift card to spiff up your own abode.

Leaving no stone unturned, the Union Station exhibit opening is preceded by a mock Presidential Motorcade touring around the city prior to the inauguration with furniture strapped to limo roofs. Transit and outdoor ads are employed as an overlay to draw attention to the event beyond the earned media – which of course goes national because this idea is just unique enough to deserve it.

Great thinking coalesces here with key ingredients:

Linkage to a major cultural moment

Innovative, fun, interactive event in a high traffic location

Execution involves Ikea’s products

Messaging of change and affordability consistent with the brand’s positioning

Pre-event publicity to drive excitement and media buzz

Web presence that permits those who don’t live in DC to participate in the fun