To promote the launch of a new IKEA superstore opening in Sweden, IKEA’s approach was to combine traditional and new media, namely, to have customers look at images via mobile while listening to a radio commercial.The commercial was composed of two messages in one ad-break. In the first part, viewers were instructed to send an SMS to the promotion number with the promise that they would receive great offers and be participating in a “unique image-radio experiment.” They were also told to stay tuned for the next message a few minutes later. The link the IKEA sent back contained images. In the second message, listeners were asked to listen to the radio while looking at the images on their mobile,
