On Black Friday, REI paid employees not to come to work. Instead, they were supposed to go hiking or backpacking or scale a mountain with their new food baby (thanks mashed potatoes!).
This campaign — titled and tagged #optoutside — started a revolution. Against the norm of consumerism and commercialism, REI closed their doors for the year’s most popular shopping day and encouraged not only their staff but everyone to explore the outdoors.
#Optoutside, now in its third year, is one of the most successful photo campaigns to dawn social media.Keep Reading