We designed an augmented reality app experience to transform REI grand opening OOH and transit ads in NYC into virtual gateways to the great outdoors. Once inside the augmented reality experience, consumers could find and win great outdoor gear, prizes and learn about places to get outdoors in the NYC area. We also designed a Facebook app with a virtual backpack to introduce Facebook users NYC friends to REI's opening in SoHo and the Augmented Reality sweepstakes. Users could fill a backpack with everything New Yorkers would need to recreate outdoors from where to go, what to take, what to eat and how REI can help then make the most of their adventure.