REI | Get Outdoor Curious
REI embraces awkward outdoor beginnings
AD: Sadie Pena
CW: Tobi Oyebade
OOH
Chatbot
Powered by Anthropic's API, Roody, the Rookie guide answers all the awkward, weird, and wild questions while helping users plan for their next adventure.
Social
In-platform Instagram quiz directs outdoor‑curious users to Roody to continue exploring.
Targeted Mailers
Finally, we meet our offline audience at home, inviting them to plan their next expedition with Roody.
