Background: The cold, dark, wet months of late winter and early spring keep a lot of people inside. Whether real of perceived, people have plenty of excuses for not venturing out. REI needed to remind people of the many ways it could remove some of those barriers.
Creative Solution: Invite people to tell REI their excuses and create an an opportunity for the
co-op to demonstrate all the ways it can help – especially the lesser known parts of the business like classes, adventure travel and expert advice.
Below is the series of films launching the initiative on Facebook and Twitter – asking people to write in and tell us their "buts." Consumers received real-time written responses and a handful received videos made within a few days of writing in. Part of the marketing budget was allocated toward giveaways to further help people's problems in a very real way.
LAUNCH VIDEOS POSTED ON FACEBOOK AND TWITTER
IN-STORE SIGNAGE SUPPORTED THE INITIATIVE
Engagement skyrocketed with real-time dialogue
SOCIAL MEDIA
RESPONSE VIDEOS
Partnership credits include:
Ryan Meline & Teriann Vaughn – AD's / designers
Nicole Ramirez – designer
Torin Daniels & Corina Carrazales – copywriters