IKEA، یک{0}}فروشنده معروف مبلمان سوئدی، از فناوری چاپ سه بعدی برای تبلیغ آخرین کمپین استخدام خود استفاده کرده است که هدف آن پر کردن پست های فنی کلیدی در هلند، سوئد، آلمان و سوئیس است.
IKEA's latest "Taste the Future" campaign invites candidates to participate in a unique job interview and taste a plate of plant-based 3D printed Swedish meatballs, with the aim of appealing to a diverse range of digital professionals.
△ IKEA's plant-based 3D printed Swedish meatballs, the picture comes from IKEA
IKEA همچنین اعلام کرد که قصد دارد تا سال 2025 50 درصد غذاهای گیاهی- را در همه رستورانهای خود ارائه دهد. با این حال، باید دید که آیا به زودی کوفتههای چاپ شده سه بعدی در منوی محلی IKEA شما قرار خواهند گرفت یا خیر. .
Pascal Pauwels, IKEA Group Chief Information Officer, said: "IKEA is at the beginning of a journey to embrace data and technology to become more affordable, convenient and sustainable in an omni-channel environment where those with the imagination will play an important role in exploration. So we are looking for people who want to work together to create a better everyday life, and this event is a good opportunity to start a conversation."
کوفته های پرینت سه بعدی
IKEA's Swedish meatballs are a signature of their company's delicacy, and coupled with their reputation for 3D printing, there's a certain appeal to those less familiar with the technology that will undoubtedly interest candidates.
IKEA's recruitment campaign hopes to attract a variety of technical talent to fill the 150 positions offered across Europe. These 3D printed meatballs will be offered to selected candidates as part of IKEA's normal application and interview process.
Karen Rivoire, head of employer branding at IKEA, said: "We are looking for down-to-earth data scientists, architects of the future, web guardians, engineers and common sense creators who want to create a better everyday life for the less affluent majority."
△ 3D printed meatballs are part of IKEA's latest recruiting campaign, photo via IKEA
Speaking of the meatballs themselves, it was produced by a 3D food printer and reproduced the texture, taste and appearance of the original meatballs, but without the meat. This plant-based alternative was born out of IKEA's experimentation with new technology to make meatballs more sustainable.
Ikea is vague about the food 3D printing technology involved in making the meatballs, and it's unclear whether it leverages third-party technology and hardware or developed the technology in-house. It is considered more likely that third-party technology is used.
IKEA قبلاً کوفتههای{0}}گیاهی و کوفتههای سنتی را در رستورانها عرضه میکند و متعهد شده است تا سال 2025 50 درصد غذاهای اصلی{2}} گیاهی را در فروشگاههای خود ارائه کند. برای قرار دادن کوفته های سه بعدی-در منوی رستوران.
△ IKEA hopes that vegetarian 3D printing will attract the interest of a new generation of scientific and technological talents. The picture comes from IKEA
It's clear, at least for now, that 3D-printed meatballs are just a marketing gimmick for IKEA to attract the next generation of data and tech talent by getting eyeballs on this marketing campaign. What's more interesting, however, is that 3D printing technology is also booming, with mainstream brands using the technology as a hook at such events.
نقش اصلی پرینت سه بعدی در کمپین های بازاریابی
Examples of additive manufacturing as a new or revolutionary technology being used for marketing purposes abound, including a recent advertising video by the British Heart Foundation. The foundation is funding the development of 3D-printed hearts to save children's lives, and the technology may be one of those mentioned at the recent "This Is Science" campaign, which called for donations to "turn sci-fi into reality" ".
البته، نکته ای که در مورد این رویداد وجود دارد این است که چاپ سه بعدی یک قلب واقعی هنوز فاصله زیادی دارد. در حال حاضر، استقرار چاپ سه بعدی در این زمینه تا حد زیادی به مدل های بیمار و مطالعات مهندسی بافت محدود شده است.
△British Heart Foundation advertisement on the London Underground, photo by Michael Petch
Interestingly, behind the wave of 3D printing hype in 2013-2014, brands like Coca-Cola, Carolina Herrera, Louis Vuitton, Macy's, Netflix, Nike, and others adopted 3D printing in some ways as part of their omnichannel marketing strategies. The Ekocycle 3D printer, developed by Coca-Cola in 2014 in partnership with 3D Systems and musician Will.i.am, is a prime example, and 3D printers were added to Macy's back-office stores in 2015 as the retailer tries to attract The new millennial consumer demographic.
آرمانی از فناوری چاپ سه بعدی Massivit برای تولید یک جفت کفش با ساختار سه بعدی بر روی یک بیلبورد بزرگ در فضای باز استفاده کرد و آن را در بیلبورد نصب کرد و با ترکیب پرینت دو بعدی و چاپ سه بعدی جلوه تبلیغاتی بهتری را ایجاد کرد.
آیا پرینت سه بعدی در یک کمپین تبلیغاتی نشانه آن است که موج دیگری از هیاهو در شرف وقوع است؟