REI Drives Awareness And Views Of Co-Produced Short Film

Strategy

REI partnered with Duct Tape Then Beer to co-create a short film and web page dedicated to telling the story of a man named Paul who never got the chance to go on his dream hike through the Appalachian Mountains. REI worked with Sharethrough to distribute Paul's story as well as PR pickup that the story received from social media and USA Today.

Audience

Millennials

Campaign Goals

Raise Awareness

Ad Format

Native

Creative Type

Co-Created, Blog, Native Display

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