#OptOutside Campaign 2016: REI Builds on a Movement
Last year REI did something some retailers thought was crazy, and some marketers thought was brilliant: they decided to close their stores (and online fulfillment) on Black Friday, give employees a paid day off, and encourage everyone to get outside.
The #OptOutside campaign started a movement bigger than the outdoor retailer and proceeded to win not only good will but a boatload of advertising...