IKEA 'The Instead of Cafe'

IKEA stores tend to be located outside of big cities in Russia. For the first time ever the Swedish brand brought its experience straight into city centers. It launched a unique service called ‘Instead of Cafe’ in Moscow and St. Petersburg to challenge the restaurant experience and prove that IKEA kitchens can easily beat it. Anyone could book one of ten thematic kitchens for any occasion and cook together. The project was so successful that it usually took several minutes for the whole week to be fully booked. Over 60K people visited the project and over 9K got to test drive IKEA kitchens.
Video below:
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Via: Guerrilla Blog  

Marmite appeals to lovers and haters with 'pay-by-sentiment' café

Divisive condiment Marmite has teamed up with London café Soho Grind to launch a pop-up where guests pay with sentiment.
The Marmite Love Café has been designed to celebrate the launch of the brand’s new lighter-tasting variant, Marmite Summer. It will be open on 4 and 5 August at Soho Grind’s Beak Street location.
To pay for Marmite Summer on toast or Marmite Summer and cheese toasties, customers will be asked for their Twitter handle on arrival. This will be entered into a social media-powered ‘love-o-meter’ that will measure whether the guest is a ‘lover’ or a ‘hater’ based on their online sentiment.
Lovers will receive their order, along with a Soho Grind coffee, for free, while the haters will be asked to pay the normal price.
It is not the first time a brand has traded cash for social media. Nokia determined guests’ online influence via Klout and charged them for artwork using this currency at a pop-up last July, while Marc Jacobs’ Tweetshop offered guests a gift in exchange for a tweet in August.
Via: Event Magazine