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L.L. Bean partnered with Uber to give fans free rides, up to $15, to its pop-up events that are being held in different cities across the U.S. such as New York and Boston.

After coming across a survey that showed four out of five Americans think summer passes too quickly and over half don’t have time to enjoy it, L.L. Bean kicked off a campaign called “S’More Out of Summer” to bring fun summer activities to these consumers. The free events will include typical outdoor activities such as roasting s’mores and yard games along with an audio experience from the National Park Foundation and an Alexa command that will give outdoor activity suggestions after hearing “S’more Summer Tips.” The campaign also includes a social media contest that fans can enter by posting with the tags #SmoreOutofSummer and #LLBeanContest19 on Instagram, Facebook or Twitter. The lucky winners will receive an “ultimate backyard campout.”   

L.L. Bean goes above just promoting its outdoor gear and truly cares about getting people outside during the summer to be active and enjoy nature. This experiential activation is very ownable for the brand and directly aligns with its core values.