LESLIE TURLEY, BBDO #REI1440PROJECT @LATURLEY Digital, Social & Mobile @ Walt Disney World Wednesday, February 13, 2013

2

THE STRATEGY

!  WHAT IS THE GREATEST BRAND ASSET REI HAS?

4

PEOPLE’S LOVE FOR THE OUTDOORS

5

!   BUT WE NEEDED A WAY FOR THEM TO NOT JUST SHOW THAT LOVE

6

BUT TO CONNECT TO ONE ANOTHER THROUGH IT

11:02  A  

7

!  WE NEEDED TO TAP THEIR INTUITIVE USE OF SOCIAL & TECHNOLOGY

8

TO HARNESS THEIR CREATIVTY & CAPTURE EVERY MINUTE OF THE OUTDOORS

3:07 PM 2:35 PM

2:13 PM

1:47 PM

11:02  A  

3:01 PM 4:39 PM

5:21 PM

6:35AM

11:17 AM

8:54 AM

9:13 AM 10:42 AM

12:21 PM

1:22 PM

9

THE IDEA

THE REI 1440 PROJECT

11

THE REI 1440 PROJECT

THE REI 1440 PROJECT

!   The goal: Collectively document every minute throughout a day !   The reward: Creating a rich documentary record of outdoor life

12

THE EXPERIENCE

HTML 5 RESPONSIVE DESIGN PLATFORM

14

EXPERIENCE THAT CONFORMS TO ANY SCREEN

15

LAUNCHED ON CYBER MONDAY

16

POWERED BY FACEBOOK OPEN GRAPH

17

MULTIPLE WAYS TO CONTRIBUTE

18

CHOOSE YOUR PHOTO

19

CONFIRM YOUR TIME

20

SELECT YOUR ACTIVITY

21

22

CONFIRM YOUR LOCATION

ADD YOUR COMMENT

23

SHARE ON ANY PLATFORM

24

BROWSE OTHER PHOTOS

25

BROWSE YOUR PERSONAL TIMELINE

26

BROWSE YOUR FRIENDS’ TIMELINES

27

EXPLORE BY LOCATIONS

28

EXPLORE BY ACTIVITIES

29

SEARCH BY KEYWORDS

30

NAVIGATE BY TIME

31

CONTRIBUTE ANYTIME, ANYWHERE, ANY WAY

32

THE LEARNINGS

34

KEEP MOMENTUM GOING WITH FACEBOOK

PAGE POSTS ADS WERE MOST EFFECTIVE

35

PROMOTED TWEETS DROVE CONVERSATIONS

36

37

PICTURES INSPIRED REAL-TIME PARTICIPATION

831+ PHOTOS SHARED ON INSTAGRAM

38

VIDEO DROVE AWARENESS

39

PRESS DROVE HIGHLY ENGAGED TRAFFIC

12/20/12: CSS Awards Site of the Day

1/1/13: Design Links Site of the Day

1/4/13:Fast Company: How REI Put A Bow on Social Marketing and Wowed Customers

1/7/13: Awwwards Site of the Day

1/20/13: Smashing Awards Designs of the Week

1/29/13: The FWA Mobile of the Day

1/29/13: The FWA Site of the Day

1/31/13: Facebook Studio Award

2/4/13: Cutting Edge Project of the Week

2/11/13: Google Creative Sandbox

40

THANK YOU! ANY QUESTIONS?

LESLIE.TURLEY@BBDO.COM

@LATURLEY

LGEPAR@REI.COM

@LUX2

41