REI uses Facebook 360 video to target multicultural millennials
As part of its “Access Outdoors” campaign launched last month, outdoor gear retailer REI shot three two-minute long Facebook 360-degree videos to target urban, multicultural millennials in Austin, Chicago and Los Angeles. In the videos, REI documented eight artists working on installations in the three cities with the goal of making the outdoors more accessible to young urbanites.
“Art and the outdoors have had a long, historical relationship but we wanted to explore that from a more urban point of view,” said Laura Swapp, director of public affairs and next-gen marketing at REI. “We wanted to use art as a medium for connecting with multicultural millennials and encourage them to expand their view of where the outdoors starts and stops.”
The interactive videos feature local artists — Christina Angelina and Yoskay Yamamoto in Los Angeles, Lauren Feece, Ruben Aguirre and Esteban del Valle in Chicago and Roshi K, Niz, and Frederico Archuleta in Austin — in cities with a large multicultural millennial audience, a vibrant art scene and a strong REI presence.
As the artists complete their works, they also share their views of how art intersects with the outdoors in their cities and their creative process. In the Austin video titled “Art, Keeping Austin Weird,” for example, Eleanor Heransimchuck explains how she draws inspiration from everything from the way the water looks in the city’s Green Belt on a certain day to a weathered down fire hydrant on the street. The video has gotten over 241,000 views.
REI used publisher Vix to produce and share the videos, whose audience is 65 percent Hispanic and 12 percent Black, according to comScore. The strategy was led by Spark Communications. The 360-video effort racked up more than 822,000 views on Facebook and reached more than 1.5 million Facebook users.
“We know that virtual reality and 360 videos are popular but not all brands are able to execute them authentically,” said Terrance Nixon, senior media experience producer at Mediavest|Spark. “Each of our local artists not only represent their cities but also shared their work with their audience before, during and after the videos were shot.”
‘I was actually relieved to get fired’: Confessions of a burned out brand salesperson
To combat burnout, employers across the industry have rolled out numerous policies. Still, employees say intense workloads continue to push them to the limit.
Understanding Google’s FLoC replacement Topics, and its unanswered questions
While privacy advocates are saying this doesn't go far enough, advertisers may think this won't be targeted enough.
Why Turkey is becoming the Silicon Valley of mobile gaming
Turkey’s gaming industry is mobile-first; few, if any, Turkish game developers focus on major console titles. Unlike console developers, who can spend years fine-tuning their games, mobile game developers are able to follow a spray-and-pray strategy, cranking out scores of mobile titles until one catches on.
SponsoredHow online commerce platforms can deliver safer shopping experiences
Marni Levine, vice president, commerce operations, Meta In the wake of the pandemic, commerce underwent a rapid shift online, exponentially accelerating and forcing businesses of all sizes to adapt. Now moving into 2022, these trends will only continue as people have grown accustomed to shopping online more for all their needs. According to a PwC […]
Google readies new interest-based advertising in next phase of Privacy Sandbox experiments
Google is trialing a new proposal in its Privacy Sandbox initiative called 'Topics' which it claims will facilitate interest-based advertising long after it sunsets third-party cookies in its Chrome browser in 2023.
Member ExclusiveMarketing Briefing: ‘Bad behavior is positively rewarded’: Why brands continue to push the line on social posts
But recent posts, like Pabst Blue Ribbon’s sexually explicit tweet that got its social media manager fired as well as brands like Ruggables, Hellman’s mayonnaise and Peacock, among others, jumping into TikTok’s West Elm Caleb trend on TikTok have some in the industry questioning were the line is when it comes to standing out or going too far on social media.