So you’re watching a movie, enjoying your night out at the movies, and then some nitwit in the audience projects the price tag onto the furniture in the scene you’re watching. WTF?
I find it hard to believe that this is true, but apparently it is. According to Buzzing Bees this is a campaign by DDB for IKEA which took place in cinemas in Berlin. The cinema visitors received IKEA catalogues when they left the theatre… so they could throw it back I suppose?
What do you think?
'Cross The Breeze 
I would recommend using Layar for it. (I want credit if you ever manage to sell this to a client ;-))
Over the edge if you ask me. I don’t think anyone who received a catalogue will think ‘Yay, let’s go to Ikea tomorrow’.
Talk about ‘interruption marketing’.
Cool idea, but it would probably make me want to kick the guy and I’d at least demand my money back.
Now, if ikea would give me a price reduction on my next purchase instead of a catalogue… that’d be something else…