REI
Digital + Experiential Campaign
An alarming number of REI consumers aren't finding value in becoming a member of REI's lifetime Co-Op membership.
We created Guide to help raise awareness of our Co-Op membership, and to increase incentive for becoming a member.
REI Guide is a member exclusive app that lets REI Co-Op members hike like a local.
Guide lets members create their own trails and share them with other members.
To help promote our app, we took Guide to the outdoors with an experiential marketing campaign.
We placed Guide kiosks at the front of trail heads to give users a free trial of our app.
Origami animals were put in REI stores and city streets featuring animals found in near-by trails, prompting people to download the app.
A literal step into nature, we placed Guide Nature boxes in cities all across America to give people a total immersive experience.
Giving users access to unlisted trails, Guide gives a more intimate and enriched outdoor experience. Have fun!
2017 Team Project with Kasey Knaggs and Max Franklin