Here’s a nice little campaign from IKEA in Norway to launch the iPad version of the IKEA-catalogue. They created a brand new IKEA product called “BERÖRA”, it´s a simple sewing kit with a special conductive thread to sew into the index finger of gloves. This transforms your gloves enabling them to work on a touch-screen, which is pretty important to IKEA customers in freezing Norway.
This promotion generated a lot of interest and 12,000 of IKEA’s sewing kits were distributed for free in just two weeks. Most importantly, the campaign generated a lot of attention for the iPad catalogue which became the most downloaded free app in Norway’s App Store.