Outdoor
#OptOutside — Black Friday Closure
REI · 2015
- Agency
- Venables Bell & Partners
- Campaign
- #OptOutside
Analysis
REI announced that it would close its stores on Black Friday and encourage people to go outside. This store banner made the decision visible at the point of sale.
“REI IS CLOSING ON BLACK FRIDAY”
Business actionHoliday reversalPublic commitment
Why it worked
Closing the store gave the message a cost and a consequence. The banner reached shoppers where a sale sign would normally appear. Its simple wording explained the action before the hashtag asked people to join it. The decision connected an outdoor retailer’s stated purpose to its operating behavior.
Lesson
Support a values claim with a business decision that people can observe.