YETI
A strategic vision to reach a younger Gen Z audience through YETI XP, a partnership with Activision Blizzard.
Responsibilities:
Design Strategist
UX Research, Competitive Analysis, Wireframing, Design Strategy
Team:
Erik Chappell
Ashley Schulz
Chris Cao
Duration:
Sept 2024 - Dec 2024
Summary:
For YETI, who is looking to expand their brand into untouched markets to further their brand reach, YETI XP is a interactive collaboration that reaches younger generations to increase sales and continue to grow brand interest. YETI XP’s first collaboration with Activision Blizzard initiates with Call of Duty, one of the most popular games by the studio. This interactive collaboration blends YETI’s robust performance with the dynamic energy of esports. (This is a hypothetical collaboration for a design strategy course at Northwestern)
Tools:
Figma
DScout
CONTEXT
YETI's mission is to build high-quality, durable products that enhance sports experiences, empowering individuals to play with passion, perform at their best, and achieve victory.
Established in 2006 by brothers Roy and Ryan Seiders, YETI was born out of a passion for outdoor life. Inspiration came from their frustration with traditional coolers that couldn’t withstand the rigors of outdoor use. And they set out to create a line of durable, high-performance coolers that could handle extreme conditions. Now, they offer coolers, drinkware, bags, accessories, apparel, and more.
PRIMARY AND SECONDARY RESEARCH
We led 5 in-depth interviews and visited 4 competitor stores in the area to get an understanding of how YETI falls within its space.
PRIMARY AND SECONDARY RESEARCH
We learned that YETI is geared towards the high-end experienced outdoor enthusiast.
YETI enthusiasts are drawn to the brand mainly for its premium brand image and trendiness. They are often seen as a durable and stylish status symbol. We created these two personas to represent the majority of YETI's current users.
PROBLEM
We observed a declining level of interest in YETI across younger generations.
40% of gen Z does not partake in outdoor activities and they could not relate to the personas that YETI was typically geared towards.
QUESTION
How might we leverage YETI’s durable & stylish brand image to attract a younger audience group who values proof of status within an adjacent and relevant market?
INSIGHT
90% of Gen Z considers themselves gamers.
YETI appeals to outdoor enthusiasts for its premium, trend-driven image. However, younger consumers, especially Gen Z, may not connect with the brand as they don’t identify as the traditional outdoors enthusiast. To expand its reach, YETI needs to bridge the gap between outdoor activity and the growing esports culture.
“I don’t think I need products made for stuff outside since that’s not something I do a lot” -Jack
OUR NEW PERSONA
We discovered a vital untapped sports-adjacent market in eSports.
This helped us develop our third persona, Jordan. He became the primary audience for our product.
VALUE PROPOSITION
INTRODUCING YETI XP
YETI XP is a campaign & product line in collaboration with Activision Blizzard. XP refers to experience points, a way to measure a player's progress and skill level in a game
Built for gamers who demand durability, style, and game performance. YETI XP introduces durability with gamer-focused innovation. Designed to keep you fueled and focused through marathon sessions, YETI XP is the ultimate gear for leveling up your gaming experience.
CONCEPT
YETI XP’ s first collaboration with Activision Blizzard initiates with Call of Duty, one of the most popular games by the studio.
This interactive collaboration blends YETI’s robust performance with the dynamic energy of esports.
LEAP
STEP 1: PRODUCTS IN GAME PLAY
Integrating YETI coolers into COD gameplay as loot boxes.
Features:
- The YETI cooler is positioned as a top tier, durable container that gamers strive to unlock/find
- Limited Edition design sold that replicates the cooler found in-game.
STRETCH
STEP 2: XP PRODUCT LINE
Limited edition product line tailored to COD games and athletes.
Features:
- Gaming Coolers, tumblers, and tech-ready backpacks made to enhance the gaming experience.
STEP
STEP 3: YETI XP VIP LOUNGE
VIP section that is funded by YETI for power users at COD championships.
Features:
- Premium seating with YETI XP designed chairs and personal coolers
- Exclusive merchandise and giveaways
- First access to new products
STEP
STEP 4: YETI XP BUS
YETI bus shows up at COD Championship events and gives out free beverages that are in YETI cups.
Features:
- Free disposable cups like at regular sporting events are given out
- YETI brand name is carried all around the stadium
WHY YETI SHOULD INVEST
For YETI, who is looking to expand their brand into untouched markets to further their brand reach, YETI XP is a interactive collaboration that reaches younger generations to increase sales and continue to grow brand interest.
DESIRABLE: YETI XP appeals to young gamers by creating limited special edition in-game and physical products that gives gamers a sense of pride and inclusion.
FEASIBLE: By partnering with Activision Blizzard, YETI XP can be properly tailored to gamers needs, while leveraging Activision Blizzards trust and brand reputation in the community.
VIABLE: YETI XP ranges in cost with each touchpoint, ranging from low to high-cost investments, with various opportunities and scales of ROI for YETI to continue to expand and grow as a brand.
