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REI #Optoutside

Follow the call of REI to go and explore the outdoors on Black Friday

Every year hundreds of shops and retailers use the Thanksgiving holidays to offer huge discounts on their products and lure customers into their stores.

REI #OptOutside is a social media campaign by the American retailer REI, who encouraged their customers to use the 2015 Thanksgiving holidays to do exactly the opposite and go outside to explore the outdoors.

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#Optoutside Digital Experience

REI took this years Black Friday as an occasion to do something completely different. Instead of floating their stores with discounts, REI paid its 12.000 employees to go outside and they invited their customers to come and join them. A companion website provided an overview over hiking trails in the US as well as other places for activities, like skiing or biking.

A sharing tool allowed participants to upload their picture, extend them with a sticker and share them with the hashtag #Optoutside. Over the weekend, more than 1.4 Million people uploaded their pictures to the sites gallery.

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I took part in this amazing project during my time at North Kingdom in Stockholm by working on the user experience of the sharing tool as well as assuring the overall quality by detecting deficiencies before they get published.

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About the project

REI #Optoutside's digital home was created by North Kingdom. The campaign itself won nine Lions at the 2016 Cannes Lions International Festival of Creativity, including the Grand Prix prize in the Titanium Lions category and the Promo & Activation Grand Prix.