Case Study Concept
Ask: Promote REI to its target market
Insight: AllTrails has a similar target market and a similar mission of encouraging people to get outside
Solution: A partnership between REI and AllTrails
Ad featuring an REI product over an AllTrails cover image for a hiking trail, encouraging customers to wear the right gear for this kind of trail
Placement on the road to a popular trail, where our target market often drives
We would develop an API for REI that will be integrated with the AllTrails app. AllTrails already tracks a hiker’s location, so with our API, REI coupons will be offered as a reward for completing certain trails or reaching landmarks along those trails.
Ad placement in high-visibility areas like bus stops in cities that have trails nearby (e.g. San Francisco)
Discounts correlate to trails in the app
Certain trails will indicate that they feature REI offers
In-app markers along the trail indicate where the rewards are located
Outside of the AllTrails partnership, we will also create an REI smartwatch app. This app will monitor current weather conditions to recommend gear. It can also monitor factors like daily steps taken to offer discounts as a reward for customers taking action to go outside.
