VIX and REI Partner to Connect Multicultural Millennials to the Outdoors Through Art and Social Video
360-Videos Give Viewers Access to the Outdoors and Inspire Next Generation to get Outside
MIAMI, FL—(Oct. 4, 2016)—Multicultural millennial-focused digital publisher VIX, and
REI—the specialty outdoor co-op—partner to tell REI’s brand story through the creation of installation art pieces that celebrate the outdoor lifestyle. The “Access Outdoors” campaign features interactive Facebook 360-videos, showcasing the artists working on multidimensional pieces featuring their interpretation of the outdoors in different metropolitan cities. Spark Communications is the agency responsible for the campaign.
REI’s goal for the project is to open a new aperture to view the outdoors and to thereby invite a new audience to engage in a conversation. Given the age and diversity of this generation, REI sought a publishing partner whose voice resonates with multicultural millennials—African American, Hispanic, and Asian American—18-34. VIX, whose content on Facebook reaches over 18 million a month, has an audience comprised of 65% Hispanic and 12% Black, according to comScore.
The campaign enlists eight artists from three markets, Los Angeles, CA; Chicago, IL, and Austin, TX. In each market, the artists were asked to share their view of how art intersects with the outdoors in their cities and their creative process. In L.A., artists Christina Angelina and Yoskay Yamamoto collaborated to create “Art, Replenishing SoCal.” Lauren Feece, Ruben Aguirre, and Esteban del Valle created “Art, Nurturing the Urban Jungle” in Chicago, while “Art, Keeping Austin Weird” was the theme for Roshi K, Niz, and Frederico Archuleta in Texas.
As the artists collaborate to bring together their own styles and interpretation of the outdoors, 360 cameras follow their every move in order to connect a social audience to the process and inspire them to imagine their own outdoor space. The campaign delivers a unique interactive MediaExperience that sparks a conversation about the outdoors amongst an equally unique audience.
“It has been a distinctive privilege to partner with REI on this innovative and inspiring campaign that adds value to our user experience,” says Natalia Borges, vice president of global marketing at Batanga Media. “Delivering a new view of the outdoors through art and video technology resulted in highly engaging content and connections between our audience and the REI Co-op,” Borges explains.
“Ensuring that our passion for a life outdoors is shared by generations to come lies in our ability to be relevant to the next generation. This generation is defined by their multiculturalism, their open-mindedness, and their desire to defy convention,” says Terrance Nixon, senior media experience producer at Mediavest|Spark.“Our campaign elevates art as a medium for connecting with multicultural millennials, and amplifies content that encourages others to expand their view of where the outdoors starts and stops,” adds Laura Swapp, director of public affairs & next-gen marketing at REI.
“Replenishing SoCal” Los Angeles, CA
“Nurturing the Urban Jungle” Chicago, IL
“Keeping Austin Weird” Austin, TX
ABOUT BATANGA MEDIA
Batanga Media connects with audiences through social and mobile content that reinforces identity, sparks curiosity and inspires. Its four properties, Vix.com, Batanga.com, iMujer.com and Bolsademulher.com, create emotional connections with over 95 million unique users a month. Batanga Media enables marketers to tell their brand stories to engaged consumers at scale through branded content and video offerings that leverage social distribution. Founded in 1999, Batanga Media is the largest independent digital media and content company for the U.S. Hispanic market, Latin America, and Brazil and is headquartered in Miami, Florida with operations in Brazil, Argentina and Mexico.
REI is a specialty outdoor retailer, headquartered near Seattle. The nation’s largest consumer co-op, REI is a growing community of more than six million active members who expect and love the best quality gear, inspiring expert classes and trips, and outstanding customer service. REI has 146 stores in 35 states. If you can’t visit a store, you can shop at REI.com, REI.com/REI-Garage or the REI shopping app. REI isn’t just about gear. You can take the trip of a lifetime with REI Adventures, a global leader in active adventure travel that runs 170 custom-designed itineraries on every continent. REI’s Outdoor School is run by professionally-trained expert instructors, who teach beginners to advanced level courses about a wide range of activities. To build in the infrastructure that makes life outside possible, REI invests millions annually in hundreds of local and national nonprofits that create access to—and steward—the outdoor places that inspire us.
Spark is a full-service media agency that combines the resources of a large network with the creativity and agility of a high-touch agency to get to the heart of what matters to our clients. Our clients benefit from our innovation, unparalleled collaboration, unbeatable marketplace access and a 360° view of the market. We design consumer experiences that span all forms of media and create actionable solutions for our clients’ brands to drive real business results.
Tags: multicultural, millennials, art installation, outdoors, REI, REICoop, VIX, 360 video, MediaExperience Design