We live in a weird time.
Toronto’s favourite son and Raptors Global Brand Ambassador Drake whipped out a lint roller and gingerly applied it to his pants while sitting court-side at Game 2 of the team’s playoff series versus the Brooklyn Nets on April 22.
This seemingly innocuous, though incongruent, act would spawn numerous internet memes and a tepid acknowledgement from Drizzy himself (via Instagram).
But we live in a weird time. So along comes a brand to take up the torch and exploit a moment of televised weirdness.
— IKEA Canada (@IKEACanada) April 30, 2014
People love it.
— Ross Taylor (@TheRossTaylor) April 30, 2014
Someone inside Ikea must believe that the social media reverberation of such a promotion is worth the organizational and material cost of handing out the lint rollers in downtown Toronto during Game 5 tonight.
I’m writing about it.
I’ll spare you the rant about the brave new world of real-time marketing (does this even fit the description with a week-long delay?) and just leave you with this:
We live in a weird time, and Ikea is going to take advantage of it.