When Everyone Zigs, ZAP!
Case in point, Thanksgiving travel. Nearly everyone travels somewhere Thanksgiving weekend, and whether you’re coming or going, you’re bound to be waiting somewhere -- especially if you’re flying.
Which is why ZAPPOS took to the baggage carousels of Houston’s George Bush Intercontinental Airport to create a roulette-style game for passengers waiting for their luggage. By answering a style question correctly, passengers were awarded a range of prizes ranging from shoes and backpacks to jackets and appliances. For downtrodden Thanksgiving travelers in need of their luggage, ZAPPOS once again showed us a way to “Deliver Happiness” in a seldom-leveraged media to deliver a very contextual message. Sure, placing your shoes in a TSA bin might be one context – but this time, when every other marketer is Zigging towards Black Friday, why not ZAP and create a more positive mindset?
For a clicks without bricks eretailer like ZAPPOS, this wasn’t just about being top of mind before today’s Cyber Monday sales push. It was also a way to take the negative cultural context of Thanksgiving travel and turn it into a positive, with an offline creative use of media that’s sure to help the brand online today and throughout the holidays.