L.L.Bean’s mission is to spread the shared joy of the outdoors. But the brand found that they’re commonly thought of for flanneled fall fun. So to strengthen their association with summer, we hit the road to inspire folks across America to get out and do it for the graham.

At backyard campsites in four major cities, in L.L.Bean retail stores and at parks and campsites across the country, we got the word out with the Guide to Getting S’more out of Summer, a handy pocket guide full of tips and activities to get the most out of every summer moment. In total, 79,430 guides found their way into the hands of L.L.Bean Outsiders.

From Boston to Buffalo, Madison to Freeport, we set up the perfect backyard campsite complete with lawn games, outdoor skill workshops and of course, s’mores. We even partnered with Uber to provide free rides.

To make sure everyone found their perfect s’more out of summer moment, we created a dedicated microsite that made it extra easy to get involved, from discovering a nearby national park to stopping by the graham-worthy Bootmobile for a sweet treat.