L.L. Bean's latest campaign seeks to inspire urbanites to get S’more out of summer.
According to research by the retailer, four out of five Americans say summer passes them by too quickly and they don’t have enough time to enjoy it. As a result, L.L.Bean launched a series of backyard-inspired campsite popups in major cities complete with s’more roasting to bring the best of a shared outdoor experience to everyone.
Via a partnership with Uber, consumers hitch free rides to the campsites and participate in classic summer activities (in addition to marshmallow toasting) such as yard games and sleeping bag roll up challenges from L.L.Bean’s Outdoor Discovery Program.
The events also feature the sounds of the outdoors provided by the National Park Foundation’s 'Park Tracks' - offering a respite to the sounds of the city. In addition to the local events, the retailer offered a day of free s’mores at all of its retail locations and launched a national photo contest whereconsumers can enter to an Ultimate Backyard Campout, complete with tents, sleeping bags, fire pits, camping attire, and L.L.Bean experts to set it all up. The S’more campaign also features extensive content online that gives people ideas for how to get outside this summer.
Experiential creation, design and execution: Jack Morton Worldwide, Boston
Public relations: Weber Shandwick
Client: L.L. Bean