REI: Dynamic Weather
REI is more than a store for outdoor enthusiasts; they are a Co-Op, a community devoted to being your adventure partner. For consumers who believe a life lived outdoors is a life well-lived, they want to know REI has their best interests — and their personalized needs — in mind. Leveraging programmatic technology, REI created a display advertising campaign that used local weather information — along with other customer information — to create and distribute personalized ads for its outdoor enthusiast customers, in real time. The campaign not only boosted the brand's relevance among its core consumers,...