This past Wednesday, April 22, was the 50th anniversary of Earth Day. Despite dealing with a pandemic and quarantines, a number of brands put out campaigns to celebrate the environment, but the Earth Day campaign that caught my eye the most was from Yeti.
The Austin-based brand, known for its outdoor lifestyle products, created Yeti+, along the same vein as Apple+ or Disney+. But unlike those streaming video subscriptions, Yeti+ is free (though available for only a limited time), and has some pretty great content to watch, especially during these super stressful times.
What sort of goodies can you watch? Some fun nature documentaries? Action-packed outdoor events? Nope. You can watch streams be streamed.
The site copy reads:
We’ll be back outside before we know it. Until then, kick back, grab a cold one, and wet your appetite for the wild with one of our streams.
Click on any of the options, the video goes full screen, and you’re treated to the calming serenity of simply watching a stream — literally a body of water (each one runs about 10 minutes). If you’ve ever been to a holiday party where someone puts on a festive Yule Log video, then you get the picture.
But where the holiday Yule Log videos are often more about kitschy ambiance, I think the video offerings of Yeti+ are not only clever, but honestly, good relevant content.
They’re soothing. They’re beautiful. They take us out of our homes and transport us to a place of calm. Maybe to a place we’ve never been before. And though many of us may still be able to go outside and exercise while maintaining our stay at home rules, not everyone lives someplace this beautiful, green, and lush. Or is even physically able to go outside at all, for whatever reason.
Yeti+’s website copy may be a little tongue-in-cheek, but I think their Earth Day campaign offers a much-needed escape from the harshness of this world. And in my opinion, every little bit helps. We talk about how important it is to offer value to our customers and prospects. Well, I think Yeti+ nailed it.
What do you think, marketers? Leave me a comment below!