Catch the Swedish Light is an interactive YouTube campaign using only YouTubes already existing functions.

We posted a series of stop motion films showcasing IKEA products. The setting was a typical Swedish midsummer barn where a ray of sunlight danced around in the room as the products moved. The viewer could through an interactive game win the featured IKEA products.As you can not go frame-by-frame on the YouTube platform we challenged the viewer to pause the video on the exact frame where the light hits a product directly. In that frame only a yellow code appears and if you were first to post that code on our campaign site you would win the product. Essentially we got people to go back and fourth on the youtube film timeline, looking for the right frame at the same time as we got our products and prices across.

We released the films one at a time during a two week period and used the IKEA Belgium Facebook page as our main media. The fan base grew quickly and pretty soon you would have to be VERY fast to be first. We got people to eagerly wait around for our next commercial and watch it time and time again.

We posted a series of stop motion films showcasing IKEA products on the IKEA Facebook page with has a big following in Belgium.

The setting was a typical Swedish midsummer barn where a ray of sunlight danced around in the room as the products moved. The viewer could through an interactive game win the featured IKEA products.As you can not go frame-by-frame on the YouTube platform we challenged the viewer to pause the video on the exact frame where the light hits a product perfectly. In that frame the code in the top right corner turns yellow and if you were first to enter that code on our campaign site you would win the product.. Essentially we got people to go back and fourth on the YouTube film timeline, looking for the right frame at the same time as we got our products and prices across.

All of the posted films (48 in total) had a winner within 20 minutes of their posting. After a few days you'd have to post the code on our landing site within minutes from the film release to have a chance to win.

We got a big social traction as the films were released both on YouTube and on Facebook. IKEA's Facebook following grew and each film received 'likes' and comments which spread them even further through the social sphere.