Photo overlays are a simple and playful way to unite your community around a central theme, lower their inhibition to participate, and encourage them to share their photo with their friends.
In October of 2015, REI announced that as a “cultural counterweight to Black Friday” they would close all 143 of their stores, turn off all online transactions, and pay their employees to take the day off. Black Friday – historically the highest grossing sales day for retailers – instead was to be used to #OptOutside, and get outdoors and in nature. The marketing campaign sparked a national movement, with over 150 companies following suite, and 1.4 million people choosing to #OptOutside. The User Generated Content gallery – still displayed on their website – is an inspiring showcase of compelling reasons to get outside.