IKEA and MEC chose AOL because of the integration capabilities that AOL is able to provide. In a collaborative effort with MEC, AOL will create and launch an IKEA microsite that builds on the content provided within three product areas - bedrooms, living rooms and kitchens. This will allow for deeper brand engagement and messaging and will drive traffic to both IKEA.com and the IKEA stores.

The microsite will engage consumers with content such as room planning guides, IKEA shopping lists and consumer sweepstakes and contests. From this site, consumers will also be able to access inspiration lists that provide a range of designs along with a list of IKEA products that can help them achieve a desired look and style.

"IKEA's decision to collaborate with AOL for its online venture demonstrates the value of the content, technology and insights that only AOL can provide," said Jeff Levick, president, global advertising and strategy, AOL. "The unique user experience that AOL has created for IKEA will provide an engaging user experience that builds preference and drives purchases for IKEA."

AOL Home will produce three special sections devoted to the best, most up-to-date information for creating the perfect bedroom, living room and kitchen. The sections will not only offer expert advice, but also provide a forum for readers to upload pictures of those rooms in their own homes and show others what works for them. To kick off that dialogue, the Kitchen section, launching in October, will begin with a special series of in-depth photo essays documenting the ways a variety of American families are making their kitchens the center of their homes.

"This is an interesting collaboration for IKEA," said Mattias Jongard, advertising manager, IKEA US. "We are making a shift in the allocation of advertising media to online in order to better reach and interact with consumers. The desired outcome is to deepen our brand engagement and increase consumer traffic to our stores."

IKEA is also targeting 18 to 24 year olds who have gone back to college with a custom AIM Expression. The Expression includes a "Pillow Fight" game that encourages consumers to interact with their friends within an IKEA-branded environment.