As a Floridian, I know my beaches. And on the rare occasions that I actually make a trip to the beach, I always strive to bring a good book. Recently I came across a wonderful guerilla marketing compaign that ties together books and beaches, which was implemented by the famous furniture maker, IKEA.
In honor of the 30th anniversary of the IKEA’s most popular bookshelf, the company decided to set up the world’s largest outdoor library. The shelves were lined up on the beach and filled with around 6,000 books. If people wanted to take one of the books, they could either swap it for one of their own or donate some money to the Australian Literacy & Numeracy Foundation. So, not only did people get some great new reading material, but they were also helping an excellent charity. Photos were pushed on social media, getting more clicks and buzzworthy PR than most paid ad campaigns could yield.
Way to go, IKEA!