The 1440 project is REI’s live minute by minute photo album of people exploring the world with REI gear.
This is a fun and interactive website, both in terms of code and viewer participation. This provides a real look into how people use REI gear and provides an enticing reason to buy their gear. There is a direct link to the REI website on the top left and the top right has a Shop REI button. The site isn’t directly selling any one item, but rather the whole REI aesthetic and feel. I think this site is very successful, its selling the experience and inviting the viewer to join. Its allowing the viewer to drive the character of REI. Even though it isn’t directly selling anything on this page, its creating a memorable association to REI, so when someone does need to buy outdoor gear, they will most likely think of REI.
Wireframes : Magnifying Glass