BY PAOLO MOTTOLADIGITAL ENGAGEMENT PROGRAM MANAGER@REIANATOMY OF AN APRILFOOLS’ DAY WIN
At REI, we inspire, educate and outfit for alifetime of outdoor adventure and stewardship.WHO WE ARE
• April Fools’ Day has become an online “brand parade”(especially in the tech vertical) over the past few years.• REI had ...
• We thought about our own, simple way of nodding to Internetculture:o REI = Gear; Kittens = Internet dynamiteo The result...
• We developed the concept into1. A shareable image for socialnetworks (REI is onFacebook, Twitter, Pinterest,Instagram, a...
THE DELIVERY
• Media coverage in Mashable, Glamour, KPLU (NPR),Cheezburger, and many more blogs• The Kitten Adventure Gear Page was the...
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REI's Take on April Fools' Day

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A quick look at how the REI social marketing team approached Internet-adopted holiday April Fools in 2013.

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REI's Take on April Fools' Day

  1. BY PAOLO MOTTOLADIGITAL ENGAGEMENT PROGRAM MANAGER@REIANATOMY OF AN APRILFOOLS’ DAY WIN
  2. At REI, we inspire, educate and outfit for alifetime of outdoor adventure and stewardship.WHO WE ARE
  3. • April Fools’ Day has become an online “brand parade”(especially in the tech vertical) over the past few years.• REI had not participated in April Fools’ Day in any major way.THE OPPORTUNITY8-bit Google Maps, 2012Warby Barker, 2012Toshiba TubeTop, 2010Image sources: http://us.toshiba.com/tubetop/, http://wapo.st/ZiIt2d, http://www.warbybarker.com/
  4. • We thought about our own, simple way of nodding to Internetculture:o REI = Gear; Kittens = Internet dynamiteo The result: Kitten Adventure Gear!THE APPROACHCute? Yes…Prepared to climb a 14er? Hardly.Image source: http://onforb.es/ZiIVh3
  5. • We developed the concept into1. A shareable image for socialnetworks (REI is onFacebook, Twitter, Pinterest,Instagram, among others)2. A content page on REI.comthat the image could drive tofor the joke unveil (a modalsaying, ‘Just Kidding, HappyApril Fools’ Day)• We had fun!THE EXECUTION
  6. THE DELIVERY
  7. • Media coverage in Mashable, Glamour, KPLU (NPR),Cheezburger, and many more blogs• The Kitten Adventure Gear Page was the #2 visited page -after the homepage - on REI.com on April Fools’ Day!• 20,800+ Facebook shares; 500+ Twitter re-tweets• Positive comments through website feedback formLike what you see? Find us at REI.com and @REITHE RESULTS

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