REI, one of the most recognized outdoor lifestyle brands, used weather-based personalization for ski instruction advertisements. Marketers made three different versions of the same ad, and served specific ones based on shopper location, weather conditions, and whether a person had taken an REI ski class before.
The brand also automatically sent Facebook ads to users depending on weather, and how it affected skiing. If the forecast predicted ideal conditions for skiing, REI would show an advertisement featuring a live snow cam at a nearby resort. Conversely, if the weather wasn’t suitable for skiing, people would see ads encouraging them to start shopping at REI to make sure they had the proper gear when conditions improved.