The IKEA Wonderful Everyday Contest Highlights User Photos

By: Rebecca Byers - May 16, 2016
References: ikea & instagram
The IKEA Wonderful Everyday contest is a covert marketing campaign from the UK arm of the Swedish retail chain that will see user-generated content included in an exhibition at locations across Britain. The #WonderfulEveryday photo contest will be judged by British photographer Mike Kus and aims to "save the printed photograph" in light of recent studies that suggest despite 300 million images being uploaded to Facebook everyday, yet 66% of British consumers haven’t printed a photo in the last year.

The campaign will see the creation of a Snapshots of Britain Gallery featuring special 100 user-generated photos submitted to competition via Instagram. Winners will also win £1000 worth of gift cards, while the entries are available to view on the brand's dedicated campaign page.