As many community managers will tell you, when customer feedback and inquiries come in, it can be difficult to respond to each one. In other words, it can be hard to generate a human-type response for each issue. Not only did REI respond to each one, they processed it, tapped their retail team to create a thoughtful response (with humor), put a script together, filmed it, edited it, and published it through multiple outlets to the individual who asked the question. Rinse and repeat that process 90 times in less than a week. See the campaign at All Things WOMM.
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