Summer is finally here! And with it, much fun memory-making — and nostalgia-fueled, sun-soaked marketing campaigns that remind us to make memories. The latest partnership to tap into the blissed-out summer feels is L.L. Bean and Uber. One, an iconic outdoorsy brand that could outfit your entire summer camping trip. The other, a very convenient ride-hailing service if you’ve summer-partied too hard. Together, they’re collaborating on the “S'More Out of Summer,” campaign, a partnership designed to help you get more out of summer — especially since four in five Americans think the whole summer season goes by too fast.
“At L.L.Bean, we have always believed in the benefits of the outdoors and are committed to making sure everyone has the chance to enjoy it,” said Steve Smith, President and CEO of L.L.Bean. “We all have busy schedules and don't spend as much time as we'd like outside, especially in the summer. Making a s'more is the perfect way to pause and celebrate the season. It's another great way to be an outsider.”
L.L. Bean’s Summer Campaign Will Kick Off With Their Pop-Up Backyard Campsite
The S’More Tour, L.L. Bean’s Backyard Campsite activations hosted at a variety of cities around the country, began in New York City on June 20th and will be stopping in Buffalo, Madison and Boston throughout the next month, with additional stops at festivals around the country. According to the L.L Bean press release, “The free events will feature classic summer activities including s'more roasting and yard games, plus an innovative audio experience provided by the National Park Foundation's Parktracks and hands-on activities from L.L.Bean's Outdoor Discovery Program.”
And in case you’re still looking for summer fun, you can ask Alexa. Say “S’more Summer Tips” to your Alexa device, and she’ll offer “tips and suggestions” to get your whole squad out the door and onto an outdoor adventure.
Uber Vouchers Expand Their Consumer Base With L.L. Bean Partnership
In April, Uber launched their Uber Vouchers program, which offers retailers, like L.L. Bean, the opportunity to foot the bill for their customers’ rides to events and other branded happenings. By partnering with Uber and offering vouchers for guests of the S’More Tour, L.L. Bean, a brand that skews older, is hoping to connect with younger consumers who are more likely to use Uber. The L.L.Bean/Uber partnership also illustrates Uber’s continued innovation in consumer engagement and brand extension.
User-Generated Content On Twitter And Instagram Highlight L.L Bean’s Outdoorsy Roots
Once consumers are outside with their broods enjoying all that the warm weather has to offer, they are encouraged to share photos on Twitter, Instagram or Facebook for chances to win L.L.Bean’s Ultimate Backyard Campout, which includes a tent, sleeping bags and other camping items. By using hashtags to aggregate posts L.L Bean is creating user-generated content (UGC) with very little effort – people aren’t shy about posting summer pics – and, once again, positioning their heritage brand as current and tapped into younger consumers.
It’s important for brands to stay true to who they are, but that doesn’t mean they need to see their audiences shrink or age away. For brands like L.L. Bean, multichannel partnerships with rising innovators, like Uber, who engage with different demographics can be a strategic approach to stay relevant.
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About the AuthorMore Content by Sarah Cavill