The Simple Brilliance of #OptOutside
Within the marketing industry, magic moments are what make brands great, and REI may have landed on another one.
ISAIAH CROOKS | OCT. 9, 2020
Within the marketing industry, magic moments are what make brands great, and REI may have landed on another one.
Recreational Equipment, Inc.– popularly known as REI– is an American retail and outdoor recreation services corporation. They cater to outdoor enthusiasts and outdoorsy fashion lovers, but also sell sporting goods, camping gear, and other outdoor equipment. If you love Patagonia, but can’t afford their clothes (like me) or love Bass Pro Shops, but are too suburban to shop there, then REI is the store for you.
This Black Friday, REI wants you to shop their products, but there’s one little problem: REI will be closing their stores on Black Friday and paying employees to spend time outside. And they want you to join them.
Following their #OptOutside campaign, REI is encouraging its customers to “tap into the joy, renewal, and connection that comes from spending time outside with friends and family.” The campaign is in its sixth year running and will undoubtedly continue to thrive. While no customer is allowed to physically shop in the store on Black Friday, they are certainly encouraged to visit in the preceding weeks. #OptOutside is an event, and no customer should be left behind.
What makes #OptOutside such a brilliant campaign is its simplicity and subtlety. It’s a campaign that relies on their audience to participate in the event and put their equipment to use. And this year REI may have found its magic moment that will make the event even more successful than it has been in past years. As the world endures “a divisive election season, the continued impacts of a legacy of racial injustice, a devastating wildfire and hurricane season worsened by an accelerating climate crisis, and a global pandemic,” #OptOutside has never been more relevant.
This Black Friday, instead of going out into the sea of masks at the mall in order to get your favorite discounted products, consider having a cute Friendsgiving picnic and #OptOutside.
SOURCE
https://www.rei.com/blog/rei-news/eric-artz-more-important-than-ever-before-we-optoutside-on-black-friday