Key takeaways:
-
AllTrails and REI Co-op are combining digital trail-planning tools, member benefits, and community events to make outdoor exploration more accessible while encouraging people to help care for the trails and public lands they enjoy.
-
The New York Jets’ partnership with Outfront shows how sports organizations can extend fan engagement beyond the stadium by combining out-of-home advertising, experiential marketing, and interactive elements into broader real-world campaigns.
-
Experiential marketing can help retailers turn physical stores into valuable engagement platforms, creating new uses for space, broader brand partnerships, and more reasons for customers to interact beyond making a purchase.
AllTrails and REI Co-op Team Up to Make Outdoor Adventures Easier
AllTrails and REI Co-op have announced a multi-year partnership aimed at helping more people discover trails, plan adventures, and spend time outdoors while supporting public lands. As part of the collaboration, REI Co-op members can access discounted AllTrails Plus and Peak memberships, while REI becomes AllTrails’ official outdoor retailer in the U.S. and AllTrails serves as REI’s official outdoor exploration app partner. The companies are also expanding their Better Trails Club, a community program combining guided hikes with trail cleanups that brought together more than 500 volunteers last spring, with additional events planned across the U.S. this autumn. The partnership will also include in-store activations and other efforts designed to connect the companies’ communities and encourage responsible outdoor exploration.
Learn more here.
New York Jets Expand Fan Engagement with Real-World Media Experiences
The New York Jets are working with Outfront to give brand partners more ways to connect with football fans beyond traditional broadcast, digital, and stadium advertising, as Marketing Dive reports. The approach, described as “IRL media,” brings together out-of-home advertising and in-person experiences across the New York metropolitan area, from digital displays and billboards to pop-ups and interactive promotions. Campaigns can also incorporate timely team content, countdowns, QR-code offers, and other features that follow fans throughout their daily routines. The strategy reflects growing advertiser interest in physical experiences that complement digital marketing while giving the Jets and their partners opportunities to engage fans well beyond game days at MetLife Stadium, according to Marketing Dive.
Learn more here.
Why Physical Stores Are Becoming Platforms for Brand Experiences
As ecommerce captures more purchases, physical retailers are finding new value in something digital channels can’t fully reproduce: face-to-face access to shoppers, as TotalRetail reports. Experiential marketing can transform stores into destinations for discovery through pop-ups, demonstrations, interactive displays, sweepstakes, and digital activations, while also putting underused areas of the retail footprint to work. These experiences can create opportunities for partnerships beyond the brands traditionally found on store shelves, allowing industries such as travel, automotive, healthcare, and home improvement to engage consumers in relevant ways. Technology is making the model more scalable and measurable, with tools such as QR codes, mobile lead capture, and appointment scheduling, helping brands track meaningful actions. The result is an evolving role for the store—one that combines commerce with experiences that can generate additional engagement and partnership opportunities, according to TotalRetail.
Learn more here.