Partnership:

Man Booker Prize and Ikea

Description:
Ikea partnered with the 2018 Man Booker Literary Prize by creating "Reading Rooms" that encouraged customers to sit down in one of its stores and read. The Swedish furniture retailer's store in Wembley, north London created the special rooms, where people could read one of 13 shortlisted novels in a space furnished with Ikea lamps, furniture and bookcases. The rooms were open from July 31 - August 5. Visitors booked one-hour slots online, and could take the book with them for free. Ikea cites research revealed that 21.6 million (33%) of people only have time for a book when on a summer holiday and quoted research from the University of Sussex that showed that reading just six minutes a day can be enough to reduce stress levels by more than two-thirds. The promotion also gave people the chance to read "the best of the year's" books.
Partnership Opportunity:
Man Booker Prize/Attractions
Partner/Category:
Ikea /Retail
Timing:
August 3rd Quarter 2018
Target:
Male
Female
Family
Adults
Promotional Elements:
Media Elements:
Created On:
2020-11-30
Last Modified on:
2018-08-07
Companies Involved
Tuck

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