IKEA Family is the loyalty program you’ve never heard of. It’s free to join and open to everyone, but sign up numbers and engagement were stagnating.
People don’t just flock to IKEA for flatpack furnishings, they also come for IKEA’s Swedish meatballs. So, we used one of IKEA’s most iconic and loved items, meatballs, to create a new icon that would get everyone talking about IKEA Family. Introducing The BallerCard, available by invitation only…
The BallerCard unlocked an unrivalled culinary experience, a year’s worth of IKEA’s iconic Swedish meatballs. Only 250 cards were created, and only IKEA Family members were in with a chance to own one, making it eighty times more exclusive than the Black AMEX and 591 times rarer than an original Picasso.
Ballers received their cards in premium packaging, with a meatball scent to give them a taste of what was to come.