REI – Opt Outside
For the 2015 Thanksgiving holidays, REI decided to push people towards a more active and outdoor lifestyle by closing all their stores during black Friday, one of the busiest selling moments of the year. North Kingdom helped turn this initiative into a movement by giving its initiative a digital home.With the #OptOutside campaign people could share this choice on social media by showing how they were celebrating or planning to celebrate their day outdoors. A campaign site was built to aggregate user images and story in two moments:
- Before Black Friday it captured the intention of people who were planning to opt outside.
- During Black Friday it hosted a curated feed of images as they were being published on social media.