REI's #OptOutside campaign encourages the outdoor retailer's consumers to stay home during Black Friday shopping events that are often synonymous with long line-ups, giveaways and dramatic discounts on their favorite products.
While the unique marketing move may shock some, it stays true to REI's brand values and suggests that spending a day outdoors is more meaningful than spending it waiting to buy a marked down item.
For many North Americans, Black Friday shopping trips are a post-Thanksgiving ritual but REI's #OptOutside campaign opposes the tradition in exchange for time spent outdoors with loved ones. In addition to promoting the outdoor retailer's core values, this campaign also embodies its dedication to products that are marketed to a demographic who desires quality over savings.
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