Interactive

IKEA and 72andSunny Amsterdam turn feud into fun with Matchers Keepers

Choosing furniture is often a classic source of tension for people living together. To mark the launch of the augmented reality app IKEA Place on Android, IKEA and 72andSunny Amsterdam decided to turn the potential for an argument into a game instead. Introducing ‘Matchers Keepers,’ an offbeat three-episode game show series that sees couples and flatmates team up and find out how well their tastes really match.

Hosted by lifestyle blogger Caroline Solomon (@lowcheekbones), ‘Matchers Keepers’ is the pastel-coloured IKEA version of tv game shows like The Newlywed Game.

Matchers Keepers explores the potentially relationship-saving service IKEA Place provides to couples, families and friends by making it fun and easy to reach common ground on design choices.

The Matchers Keepers episodes parody the disagreements surrounding furniture shopping while simultaneously showcasing the practicalities and benefits of the app. The premise for the game is simple. Contestants use the IKEA Place app to pick and place a variety of furniture items over a series of three rounds. Teams win by picking out matching items and placing them in the same spot in their room.

The three episodes are available on YouTube, but Matchers Keepers can also be played at home with family and friends.

To launch IKEA Place on Android, IKEA partnered with Space10 for the User Experience, Twnkls for development and Norgram for the design of the app. 72andSunny Amsterdam developed creative assets,which includes the three Matchers Keepers episodes, GIFs and social content. Allison+Partners was responsible for developing the global public relations strategy, as well as media relations implementation to support the launch of IKEA Place on Android.

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