REI wanted a digital effort to push their winter apparel and gear. To do so, we commissioned 10 up-and-coming bands to write songs about winter.
We showcased the songs on a website we created called GoPlayList that linked back to REI.com/winter. It allowed users to download the songs and sign up for discount codes. We promoted the digital effort with print ads.
It was a huge success for REI, and won an ADDY Award for Interactive Campaign.