1. LESLIE TURLEY, BBDO
#REI1440PROJECT
@LATURLEY
Digital, Social & Mobile @ Walt Disney World
Wednesday, February 13, 2013

2. 2

3. THE STRATEGY

4. ! WHAT IS THE GREATEST BRAND ASSET
REI HAS?
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5. PEOPLE’S LOVE FOR THE OUTDOORS
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6. ! BUT WE NEEDED A WAY FOR THEM TO
NOT JUST SHOW THAT LOVE
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7. BUT TO CONNECT TO ONE ANOTHER
THROUGH IT
11:02
A
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8. ! WE NEEDED TO TAP THEIR INTUITIVE
USE OF SOCIAL & TECHNOLOGY
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9. TO HARNESS THEIR CREATIVTY & CAPTURE
EVERY MINUTE OF THE OUTDOORS
11:02
A
9:13 AM M
10:42 AM 11:17 A
12:2
1 PM
8:54 AM
AM
6:35 1:22 PM
5:21 PM 1:47 P
M
2:13 PM
4:39 PM PM
3:07 2:35 P
3:01 PM M 9

10. THE IDEA

11. THE REI 1440 PROJECT
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12. THE REI 1440 PROJECT
! The goal: Collectively document every minute throughout a day
! The reward: Creating a rich documentary record of outdoor life
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13. THE EXPERIENCE

14. HTML 5 RESPONSIVE DESIGN PLATFORM
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15. EXPERIENCE THAT CONFORMS TO ANY SCREEN
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16. LAUNCHED ON CYBER MONDAY
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17. POWERED BY FACEBOOK OPEN GRAPH
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18. MULTIPLE WAYS TO CONTRIBUTE
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19. CHOOSE YOUR PHOTO
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20. CONFIRM YOUR TIME
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21. SELECT YOUR ACTIVITY
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22. CONFIRM YOUR LOCATION
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23. ADD YOUR COMMENT
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24. SHARE ON ANY PLATFORM
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25. BROWSE OTHER PHOTOS
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26. BROWSE YOUR PERSONAL TIMELINE
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27. BROWSE YOUR FRIENDS’ TIMELINES
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28. EXPLORE BY LOCATIONS
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29. EXPLORE BY ACTIVITIES
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30. SEARCH BY KEYWORDS
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31. NAVIGATE BY TIME
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32. CONTRIBUTE ANYTIME, ANYWHERE, ANY WAY
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33. THE LEARNINGS

34. KEEP MOMENTUM GOING WITH FACEBOOK
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35. PAGE POSTS ADS WERE MOST EFFECTIVE
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36. PROMOTED TWEETS DROVE CONVERSATIONS
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37. PICTURES INSPIRED REAL-TIME PARTICIPATION
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38. 831+ PHOTOS SHARED ON INSTAGRAM
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39. VIDEO DROVE AWARENESS
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40. PRESS DROVE HIGHLY ENGAGED TRAFFIC
12/20/12: CSS Awards Site of the Day
1/1/13: Design Links Site of the Day
1/4/13:
Fast Company: How REI Put A Bow on Social Marketing and Wowed Customers
1/7/13: Awwwards Site of the Day
1/20/13: Smashing Awards Designs of the Week
1/29/13: The FWA Mobile of the Day
1/29/13: The FWA Site of the Day
1/31/13: Facebook Studio Award
2/4/13: Cutting Edge Project of the Week
2/11/13: Google Creative Sandbox
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41. THANK YOU! ANY QUESTIONS?
LESLIE.TURLEY@BBDO.COM
@LATURLEY
LGEPAR@REI.COM
@LUX2
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