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.
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We created Guide to help raise awareness of our Co-Op membership, and to increase incentive for becoming a member.
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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.
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To help promote our app, we took Guide to the outdoors with an experiential marketing campaign.
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We placed Guide kiosks at the front of trail heads to give users a free trial of our app.
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Origami animals were put in REI stores and city streets featuring animals found in near-by trails, prompting people to download the app.
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A literal step into nature, we placed Guide Nature boxes in cities all across America to give people a total immersive experience.
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Giving users access to unlisted trails, Guide gives a more intimate and enriched outdoor experience. Have fun!
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2017 Team Project with Kasey Knaggs and Max Franklin