IKEA and Xbox Launch Augmented Reality Gaming Event in Israel
Translated & summarized from Ice by baba
IKEA Israel and Microsoft's Xbox have partnered for a unique marketing campaign promoting the new YXSTABY gaming collection. From October 18-22, IKEA stores will host augmented reality scavenger hunts for virtual Xbox controllers. Top scorers will compete in a tournament with Israeli social media stars, and the collection features furniture inspired by Xbox controller design.
The story in 5 lines · by baba
- IKEA Israel and Microsoft's Xbox are collaborating on a new gaming collection and marketing event.
- Stores will feature augmented reality games from October 18-22, with customers searching for virtual controllers.
- Top scorers will compete in a tournament alongside popular Israeli gamers and social media influencers.
- The YXSTABY collection includes home furnishings inspired by Xbox controller design.
- The campaign aims to attract younger audiences by merging home design with gaming culture.
Swedish furniture giant IKEA is launching an unusual marketing campaign in Israel, bridging the home design and gaming worlds to attract younger audiences. In collaboration with Microsoft's Xbox, IKEA is introducing a new gaming collection called YXSTABY. To promote the collection, IKEA stores across Israel will transform into virtual gaming arenas from October 18 to 22, utilizing augmented reality technology.
The campaign, titled "Where's the Controller?", plays on the common gamer frustration of a lost controller. Customers visiting IKEA stores during the event will use their smartphones to find virtual controllers scattered throughout the branches, complete challenges, and earn points. The top 50 participants with the highest scores will receive invitations to a special closing event.
At this event, the leading scorers will compete in a tournament alongside a team of prominent Israeli gamers and social media stars, including Idan Telem (Indiegames), Ohad Avitbol (Master Ohad), Bar Oveles (Zigi), and Dan Gefen (Cynic). The YXSTABY collection itself is designed to integrate gaming aesthetics into everyday home furnishings, drawing inspiration from the Xbox controller. Items include a joystick-shaped stool and decorative plates, featuring Scandinavian design with straight lines and soft shapes in muted colors, accented with Xbox's signature green.
This initiative highlights a growing trend of non-tech companies leveraging social media influencers. The article notes that Idan Telem, for example, previously earned approximately 18,000 shekels for a brief online performance for the insurance company "Hapoalim" for its employees' children, contrasting with the large-scale events typically hosted by high-tech firms like WIZ.