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‘Doing’ Over Simply ‘Talking’: Conception, Execution and Results of a Next-Generation Engagement Initiative

In this video, Alex Thompson, Vice President of Communications and Public Affairs at REI, walks through the conception, execution and remarkable success of REI’s #OptOutside program. Designed to be explicitly disruptive and shareable, #OptOutside was more than just a media or social media campaign – it was far deeper than that, a strategic business decision in favor of ‘doing’ over simply ‘talking’ through brand communications.

Alex Thompson, VP, Communications & Public Affairs, REI

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