S'more Out of Summer
Outdoor Gear and Apparel Industry
L.L. Bean
2019
Across the USA
Opportunity
From research, L.L. Bean discovered that “Four in five Americans think summer passes by too quickly, and 50% expressed that they don’t have time to truly enjoy it.”1 They saw the opportunity to help bring summer activities to city dwellers and potentially expand their market.
Solution
This activation was a free experience with pop-up summer activities like s’ mores, paddle boarding, and kayaking. The campaign ended with a giveaway of five ultimate backyard campouts. Participants were entered to win by sharing a photo of how they find joy in the outdoors with their loved ones using L.L. Bean’s hashtags.
Activation Breakdown
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Partnership with Uber to get $15 vouchers for the trip to the activation.
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Summer activities like marshmallow roasting, yard games, and free kayaking and paddle board rentals at local parks.
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Partnership with Amazon Alexa devices that responded to the phrase “S’ more Summer Tips”
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Collaboration with the National Park Foundation.
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Suggestion to post on social media.
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A giveaway of campouts.
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Information on L.L. Bean’s Outdoor Discovery Program.
Results
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Guests at the campsites.
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Increased Sales.
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Increased user-generated content.
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Increased impressions on social media.
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Increased positive brand perception.
Takeaway
This is the perfect example of creating a community in an unlikely area. Most city-dwellers don’t have the opportunity to experience the opportunities summer brings in more rural areas. L.L. Bean realized that they could utilize their brand and bring those experiences they specialize in, to potential consumers. The ability to foster and user-generated content on social media through the giveaway helps to expand their impressions and get others who may not even go to the activation, thinking that they should grab some L.L. Bean equipment and head to the outdoors or utilize the Outdoor Discovery Program.
In Action
1 Aghadjanian, N. (2019 June 20). L.L. Bean, Uber Introduce Campsite Pop-Ups for Summer Experiential Campaign. Lifestyle. https://www.alistdaily.com/lifestyle/ll-bean-uber-smore-out-of-summer-campaign/