"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.