"Friendsgiving," or Thanksgiving with friends, is a new cultural phenomenon that sees Millennials organizing gatherings of non-family members for a meal before the actual holiday. To help people celebrate this new tradition in the United States, IKEA US teamed up with Uber to offer special Friendsgiving Kits containing IKEA dining products, holiday ingredients and more. To gain access to a kit, Uber users had to enter the "IKEAFRIEND" promotional code into the app.
Alongside this promotion with Uber, IKEA released a YouTube video in partnership with Katie Quinn on 'Tips for the Perfect Friendsgiving,' as well as content with Oh Happy Day lifestyle blogger Jordan Ferney.
IKEA's stunts for Friendsgiving are part of its ongoing 'We Help You Make It' campaign, which aims to help people create life's special memories.
Thanksgiving Friendship Kits
IKEA and Uber Helped People Celebrate Thanksgiving with Friends
Trend Themes
1. Friendsgiving Kits - Creating themed kits for friendsgiving celebrations presents an opportunity for companies to tap into the growing trend of alternative Thanksgiving gatherings.
2. Collaborative Promotions - Partnering with ride-hailing apps like Uber to offer exclusive promotional codes can be a disruptive innovation strategy for brands to engage with target audiences during festive seasons.
3. Content Collaboration - Joining forces with influencers and content creators to produce relevant tips and lifestyle content related to emerging holiday traditions can help brands build stronger connections with their audience.
Industry Implications
1. Retail - Retailers can take advantage of the Friendsgiving trend by curating and selling themed kits, providing customers with convenience and unique options for their alternative Thanksgiving celebrations.
2. Transportation - Ride-hailing and delivery service providers have an opportunity to team up with brands to offer exclusive promotions, enabling them to reach a larger customer base and create memorable experiences beyond their core services.
3. Advertising & Marketing - Collaborating with influencers and content creators on themed holiday campaigns allows brands in the advertising and marketing industry to leverage their creativity and authenticity in engaging with target audiences during special occasions.