Many weeks ago (I lost count), I downloaded IKEA's 2015 catalog on my iPad because I am in the process of remodeling the house and I was looking for inspirations. I bookmarked couple items for my wife to check out... we never have the chance to discuss the digital bookmarks. We both own a personal iPad. It will be rare for her accidentally turn on "My" iPad and checkout the IKEA bookmarks.
Weeks later, I got the new 2015 IKEA catalog through the mail, I was excited and quickly read the catalog again. This time I folded couple corners, and circled the same items which was bookmarked on my iPad. I leaved it on the kitchen counter along with other old mails.
Couple days later, my wife said to me "Let's go to the IKEA on Saturday. I like the colorful bathroom hooks as well." She was referring to my physical bookmark on the catalog. The voice in my head say "YES! APPROVED!"
After watching the latest promo from IKEA, although it is funny to poke fun at Apple commercial style, it inspired me to question the benefit of digital media. What makes a good digital media? Will this type of promo video improve IKEA's brand image? Will IKEA sell more furniture by this funny little video? Will people's taste of furniture changes because this video generated a buzz on the internet?
At the end, we visited IKEA on the weekend and came out with empty hands again... may be I will check out IKEA when the 2016 catalog comes in the mail next year.