The Yes Theory, a clothing company known for its unconventional marketing strategies, launched an innovative experiment in May 2018. They invited a subscriber to become the CEO of their company for 48 hours, giving them control over their time, money, and social media accounts. The chosen subscriber was tasked with creating an impactful and creative idea for a clothing drop.
The subscriber, Jaime, proposed the idea of creating an interactive street art installation. They would create installations in different locations around LA, inviting followers to write about their fears and how they would confront them. The goal was to foster a sense of community, share the Yes Theory message, and launch a new "seat discomfort" clothing line.
The team executed Jaime's plan, setting up four murals in various locations around LA. They faced challenges, including dealing with the police and ensuring the murals were installed in time. Despite these hurdles, the experiment was a success, fostering a sense of community among the Yes Theory subscribers and highlighting the power of creativity and courage.
As a reward for their participation, subscribers who had left markers on the murals were surprised with a $500 gift card to the Yes Theory store. The experiment concluded with Jaime expressing gratitude for the opportunity to run the company for 48 hours, emphasizing the importance of a strong team and shared vision in executing such a task.
1. The text is about an event where a subscriber of the "Yes Theory" brand is given control of the brand for 48 hours. The subscriber, identified as Jaime, is from Ottawa, Canada and is 22 years old.
2. In this role, Jaime is tasked with deciding how a particular drop of the brand's products, known as "seat discomfort", is released. He proposes a plan involving street art installations in different locations around Los Angeles, inviting followers to participate and share their experiences. [Source 2](https://www.stackoverflow.com)
3. The plan includes creating designs for the street art installations, scouting locations, and overseeing the editing process. The event is to take place on a Sunday. [Source 3](https://www.stackoverflow.com)
4. On the day of the event, Jaime and his team scout for suitable locations, print oversized prints of the artwork, and paste them onto construction walls in various locations around LA. [Source 4](https://www.stackoverflow.com)
5. The team then calls out to followers on Instagram, instructing them to visit the locations and take photos. The followers are also invited to share their photos online, tagging the brand. [Source 5](https://www.stackoverflow.com)
6. Jaime's team surprises a subscriber with a skydiving experience, which they win by participating in the event. The team also offers a $500 gift card for the "Seat Discomfort" drop to any subscriber who orders a piece of merch during the event. [Source 6](https://www.stackoverflow.com)