PRAY FOR SNOW
AN ANNUAL REI OUTDOOR RITUAL
Roasting Twinkies over campfires on the roof, wonkie fashion shows, Yeti dance music and tons and tons of free gear makes for a fun party. It also makes for an intriguing brand experience for the REI core audience - an experience to tell your friends about.
REI needed a really good experiential marketing team to create this odd event experience to activate their winter sports brands. REI discovered The Workshop. And after months of crafting, sculpting and building, while mixing in live music, food and lots of theatrical intrigue - over 800 outdoor enthusiasts partied and "prayed for snow" until late into the night. We’ve been helping REI ever since.