Taylor Edwards REI Ski Interactive

Taylor Edwards: REI Ski interactive concept “Don’t just ski. Adventure.”

• Audience: 25-45 year olds, primarily male, $45,000+ per year, already highly motivated to make skiing purchases • Message: REI does more than sell skis. They can fully outfit you for the adventure of a lifetime and offer expertise on your journey. They’ll even take you skiing if you want them to.

• Objectives: To increase REI membership; to expand prospective purchases from skiing equipment to winter clothing and travel accessories; to create a sense of accomplishment in purchasing from REI • Strategies: Incentivize membership and make it appealing and rewarding; position REI as the beginning of an adventure—the store is a guide, a companion, and an expert mentor • Tactics: “What adventure means to me” ski video contest: All entrants receive a coupon code for 50% back instead of 10% back on one fullpriced item; 25 semi-finalists receive 15% back for a year; 1 finalist receives a ski trip o REI Outdoor School ski trip  All-expenses-paid: new gear (clothing, accessories, and equipment up to set value), lodging, REI membership, private ski lessons, all travel expenses, and additional REI gift card o Three trip choices: downhill, backcountry or winter trekking  Athlete and REI Outdoor School instructors guide winner and guest and give private lessons  All levels of skiers eligible to compete and win • Promotion: Online, in-store o Online  Series of videos featuring semi-professional athletes • Action footage combined with interviews about their sport and what adventure means to them • Promote on outdoor enthusiast websites, Facebook, and the athletes’ Twitter accounts.

• Goal: viral in outdoor adventuring web communities  Forum on REI.com where members can share photos of their ski season, dream runs, trip highlights, stories, etc.

• This idea will build on an already-active online sharing community  Video submission page where people can watch video submissions and vote o In-store  Monitors in ski section of store playing videos  Virtual reality ski game; try on real boots, bindings, and skis and move body to complete course  Limited-time discount on regular REI Outdoor School  Membership recruitment o Video examples  Lovetoski.com  http://www.youtube.com/watch?v=aYkEBi64h1s

Taylor Edwards: REI Ski interactive concept

Taylor Edwards: REI Ski interactive concept