…then go to your computer, get virtual, and celebrate the experiences in a very cool way
Earlier this year, REI launched the REI 1440 Project, an initiative that invites people to share their love for outdoors through their favorite photographs, timestamped to the minute. The pictures are then curated into an engaging, interactive, timeline/clock. In their words, Project 1440 is a celebration of every minute spent outside. Our goal is to fill each and every minute of the “virtual day” (all 1440 of them) with photography representing our collective love of the outside. It’s a bit reminiscent of the National Geographic/YouTube/Ridley Scott documentary Life In a Day, the compilation of YouTube uploads.
At 7:23 pm, my son is captured on a sunset walk through Great Sand Dunes National
This may not be for everyone, and requires a fair bit work for the user, but it hits dead center with the REI brand and customer target – I daresay it hits the target square between their outdoor-enthusiast eyes.
Online albums were one of the first big internet platforms that enabled rich, amplified emotional sharing – however, the experience was largely passive. The 1440 Project has layers and loops of interaction. It takes an evocative memory of a great outdoor experience, displays it in a virtual, story telling environment of like minded people, allows you to vicariously live through others, and do it all within the context of a brand that is about empowering people to enjoy the outdoors.
This could have easily been another forgettable Facebook, Pinterest or Instagram-based promotion, but Kudos to REI and their agency, BBDO Atlanta, for recognizing that their members and aspiring outdoor enthusiasts want authenticity and engaging reciprocity with the brand.
Now, go enjoy my own celebration of outdoor moments through my submissions at rei1440project.com/#users/kevinrfoote.