How do you make sure people willingly watch your products on their smartphone? By turning it into a game. Ikea launched Matcha, a game that challenges you to become an Ikea genius.
"Gamification" is not a new idea: companies try to get customers engaged, using the principles and rules we associate with gaming in something entirely different. You can get people to move or encourage children to brush their teeth every day. Swedish furniture giant Ikea now uses the same idea to introduce consumers to its extended product range.
Matcha's goal is to attach a name to a particular type of furniture. Who knows that Stockholm is a couch, Ivar is a chair, Pax is a storage unit and Sinnerlig is a lamp? Those that do, are encouraged by words like "Cool", "Correctomundo" and "Bam!" in this free Android and iOS app. If you get it wrong, the words are "Crikey", "Frack" and "Uh Oh!" for example.
In total, people can play 49 levels and the more you successfully beat, the more virtual badges you receive. To make it all more competitive, you can see how many other people have managed to beat a particular level.
Ikea has found its way onto consumer's smartphones after it previously launched an Ikea emoticons app, while Lattjo is another app - focused on guiding younger consumers through its toy catalog.
Obviously, the entire Ikea catalog is also available on smartphones and this app enables the customer to create a shopping list and acquire information about a product's availability.