This is a presentation of one of the most remarkable marketing case studies from 2015. You’ll not only hear about the thinking and courage it took to adopt the radical idea of closing REI’s stores on the biggest retailing day of the year, you’ll also hear about the results that came after. Here are just a few tidbits you’ll pick up:

• • Why more than 500,000 people supported #OptOutside on social media during the first day
• • “Doing the right thing” as a guiding business principle for REI
• • The power of actions over words for brands and organizations
• • A closer look at the “who” behind the millions of participants in #OptOutside
• • How REI managed press coverage for the announcement of #OptOutside
• • The business impact of a radical marketing strategy
• • What REI learned for next time

You should join us if you’re curious about how even large organizations can find the creativity and backbone to do marketing well outside the ordinary.