Editors' pick: Originally published Nov. 25.

Sometimes brands use their social media prowess for good. REI does just that with its #OptOutside campaign, encouraging people to spend "Green Friday" outdoors rather than in an overcrowded mall.

Instead of just pushing a hashtag, the outdoor gear brand puts its money where its mouth is and pays more than 12,000 employees for the full day so they can spend it in the great outdoors. The company misses out on in-store sales on one of the biggest shopping days of the year.

In 2015, more than 1.4 million people and 170 organizations chose to #OptOutside rather than shop, and many state and national parks waived entrance fees as encouragement. Like Patagonia's move to donate 100% of all Black Friday sales to environmental causes, this is not only a selfless move on a company's part, but it also creates exceptionally positive branding.

Other companies participating in #OptOutside 2016 include Subaru, Google (GOOGL) , Meetup, Upworthy, Burton and Yeti.

Spending time outdoors? Hashtag your photos with #OptOutside to join in. There's already more than 2 million posts on Instagram alone with the tag. Scroll through if you have a minute -- there's some gorgeous photos of people eschewing consumerism (and brands using #influencer photos).

 

Why you gotta be so pretty, California? #landscape #sunset #optoutside #watcthisinstagood

A photo posted by Chip Poedjosoedarmo (@photosoedarmo) on

 

#greenfriday #optoutside #hike #hiking #reflection #thankful @lnregan and Harry!

A photo posted by @thealexwayne on

 

Pow Gnar Shred Shaka Brah #optoutside

A photo posted by Cynthia (@cynbular) on

 

#optoutside Hiking along the Northwest Branch trail.

A photo posted by Greg Hull (@gergory_h) on

More from Stocks

Trump's 'Space Force' Could Launch a $1 Trillion Industry, Morgan Stanley Says

Trump's 'Space Force' Could Launch a $1 Trillion Industry, Morgan Stanley Says

Abiomed Stock Should Rise Some 12% From Here, Piper Jaffray Analyst Says

Abiomed Stock Should Rise Some 12% From Here, Piper Jaffray Analyst Says

Video: Here Is Why Carvana Isn't Worried About Amazon

Video: Here Is Why Carvana Isn't Worried About Amazon

Video: What Oprah's Content Partnership With Apple Means for the Rest of Tech

Video: What Oprah's Content Partnership With Apple Means for the Rest of Tech

REPLAY: Jim Cramer on the Markets, Oil, Starbucks, Tesla, Okta and Red Hat

REPLAY: Jim Cramer on the Markets, Oil, Starbucks, Tesla, Okta and Red Hat