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SB'16 San Diego

‘Doing’ over Simply ‘Talking’ through Brand Communications: Conception, Execution and Results of a Next-generation Engag

Alex Thompson, Vice President of Communications and Public Affairs at REI, will walk the Sustainable Brands community 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.