Reverse product placement and storydoing as tools for brand building: The pioneering case of IKEA

Abstract

Communication tools such as reverse product placement and storydoing have an unexplored relationship due to the prominence given to the product. Given the scant academic attention to these phenomena, this work addresses their possibilities through a pioneering case: the doormat from IKEA (2006). A qualitative analysis has been carried out based on secondary sources and the statements provided by Natalia Cazcarra, account director of the agency *S,C,P,F… The results demonstrate the opportunities for a product born in fiction as a brand asset when it brings a story with it and in the context of transmedia storytelling and participatory culture.