S’more Out of Summer
Please, can I have S’more?
What captures summer, outdoors and sharing more than the tasty dessert of graham crackers, chocolate and marshmallows, right? L.L.Bean agrees. The brand, on a journey to help people discover the shared joy of the outdoors year around, needed to raise awareness for their summer products (camping gear, lawn games and swimsuits).
Learning that time and motivation were obstacles holding people back from enjoying the summer season, L.L.Bean set out to help them get S’more Out of Summer.
The brand hosted pop-up backyard campsites in four major cities complete with games, activities, and of course, s’mores. A s’moreified “Bootmobile” served up treats at fairs and festivals across the nation and a partnership with Uber provided free rides to events.
The integrated experience was the most successful campaign in L.L.Bean’s history, with 975M earned impressions, 80% brand association with summer and 75% buyer consideration.