REI: #OptOutside

This case study describes a campaign by US retailer REI that encouraged people to spend time outdoors by closing its doors on the biggest shopping day of the year, Black Friday.

REI: #OptOutside

Agency: Venables Bell & Partners

Retailer REI exists to help people enjoy the outdoors and they believe that a life outside is a life well lived. In 2015, on the biggest shopping day of the year, Black Friday, REI closed all 143 of their stores. Their 12,000 employees were paid to spend the day outdoors and all of America was invited to #OptOutside with REI. Employees, members and the public were encouraged to use this day to reconnect with the outdoors and each other.

Research confirmed that interest in the outdoors was up and the health benefits...

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