Source: TheDrum
HBO’s Game of Thrones is one of the most spectacular and fully realised worlds to ever grace TV, however, costume designers have been cutting corners, using Ikea rugs as pelts and capes for some of its extras – which Swedish retailer was all too happy to jump on.
In the show, the northern-dwelling Nightwatch, led by commander and king of the north Jon Snow, wear animal skins as to not freeze when winter comes. Instead of decking out the soldiers in real pelts, costume designers elected to take a trip to Ikea to buy Peta-approved Faux animal skin rugs.
Responding to the news, Ikea decked out some of its staff in the rugs in a real-time marketing stunt, jumping upon the Game of Thrones bandwagon in an organic way.
Aisha Furtado, consumer PR manager, Ikea UK and Ireland told UK’s magazine TheDrum they weren’t aware Ikea’s rugs were being used in the show, until they heard it in the news this Monday. One call to their PR agency Hope&Glory later and the stunt was live.
Asked aout future plans regarding the GoT, Furtado said there aren’t any at the moment, adding „It’s just great for Ikea to be part of the conversation and to see people embrace our response.“
