#AccessOutdoors
REI successfully made The Outdoors accessible to their 18-34 multicultural millennial, “Next-Gen” audience with an artfully immersive and engaging content MediaExperience–– #AccessOutdoors.
As digital media evolves to mirror reality, The Outdoors becomes a less accessible commodity for urban-bound Next-Gen. REI understands The Outdoors is widely defined from a general market perspective and wants to empower Next-Gen to redefine it on their terms, through art.
#AccessOutdoors activates insight of Next-Gen’s mobile-driven relationship with media & The Outdoors to enhance their mobile experience with remarkable content catered to their lifestyle, using emerging social video capabilities to deliver The Outdoors to them through a new layer of interactivity, wherever they may be.
Accessibility, the audience-led core concept of the experience design, enables scale & audience reach with minimal resistance & maximum affect. The experience united local Artists with Outdoor influenced backgrounds and artistry, in 3 markets (Chicago, Austin, Los Angeles) to collaborate on 3 “Access Point” art installations that interpret what The Outdoors means for each market. The Access Points were captured using 360º video, digitally transcending for a mobile experience with ineffable physicality. Accompanying editorial videos created for each market provide contextual storytelling behind the Artists, their collaborative Access Point, and its significance to The Outdoors. Final executions were socially shared through strategically targeted paid posts from Vix.com, and organically from the Artists for truly authentic engagement.
The content exceeded 822K video views (over-delivery: 37%) and 74K social interactions with an 8.95% engagement rate (benchmark: 3-5%). The physical Access Points are now displayed at local REI stores as in-store experiential extensions, giving Next-Gen opportunity to engage with REI, Artist influencers, & Access Points they’d witnessed on mobile, live.
Full 360º panorama of the Los Angeles Access Point entitled "Art, Replenishing SoCal".
Full 360º panorama of the Austin Access Point entitled "Art, Keeping Austin Weird".
Full 360º panorama of the Chicago Access Point entitled "Art, Nurturing The Urban Jungle".