L.L.Bean: Get S'more out of summer

Listen to article

L

Bean's new campaign inspires 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, 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 Bean’s Outdoor Discovery Program. The events also feature the sounds of the outdoors provided by the National Park Foundation’s PARKTRACKS - a nice respite to the urban 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 where consumers can enter to win one of five Ultimate Backyard Campout, complete with tents, sleeping bags, fire pits, camping attire, and 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, and if you ask Alexa, “S’more Summer Tips” she’ll provide suggestions for the whole family. The S’more Tour will also hit additional stops in Bean’s famed Bootmobile at outdoor festivals and events over the course of the season.