"REI Go Playlist" Promotion in detail


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As a skier, I have been exposed to the REI Go Playlist campaign via print and online ads. The site is quite impressive, with ten album covers hovering in a snowy landscape that pitch/roll as you mouse over them.

“Fresh powder. New Music. Welcome to your new home for both, the REI Go Playlist 10 song playlist you find anywhere else, put together by people who share your passion for music and snow — all totally free your new winter soundtrack awaits. Just click the album cover below to get started.”

Features for each artist/song include About the Band, Experience the Track, Watch the Video, Download Artwork, and Our Playlist.

REI, the nation’s largest coop, has assigned a sponsor to each artist in their list:

Robbers on High Street sponsored by The North Face

Persephone’s Bees “We’ve Just Begun” presented by Salomon

Quadrillion “Dropped” sponsored by Ride snowboards

Saxon Shore “Bar Clearing Good Times” presented by Volkl

Ohmega Watts “Can You Hear It?” presented by REI includes employee playlists

Apples in Stereo sponsored by Burton

Eagles of Death Metal from K2.

Au Revoir Simone from Marmot

The Rentals – Smith Optics

American Analog Set – Rossignol

Speaking of which, I am already on the REI Gearmail list but for some reason, those emails didn’t mention this promotion much. I must be out of the demographic — most of these sponsors are selling snowboards and I ski. What is nice for the bands, however, is they know they are reaching an affluent, active audience with high quality brands. REI also has a earthy, values-based reputation that makes this an attractive environment for the fans.

Watching the Saxon Shore video with the snowflakes was cool and the live skier/snowboarders incorporated into the animation was excellent as well. Robbers on High Street‘s “Training the Tricks” was another video currently available on the site, with more scheduled to debut over the winter. This is a great clip, watch for the superb synthesizer-synced lightning bolts!

Apples in Stereo‘s video is bizarre, with little black blobs following the skiers and boarders in both contemporary and kitsch 50s b/w shots too. Fantastic music with their great old sound too. Not to mention the cold-weather theme in their cut “(Baby It’s) So Cold.”

Who put this promotion together? This is a good company to promote and I like the music too. The whistling wind sound on the site is not that cool w/me but maybe it encourages people to click on.

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