Dive Brief:
- Zappos recently upstaged a “#PayWithAPhoto” food truck promotion for Google Photo that was giving away cupcakes in exchange for user photos.
- Zappos set up a cardboard box across the street, accepting Google cupcakes for a variety of valuable prizes, hashtagging the stunt #PayWithACupcake.
- The brainchild of Boston-based agency Mullen Lowe, a video of the stunt ends saying, “Thanks for the cupcakes, giant tech company.”
Dive Insight:
Zappos went up against Google on the streets of Austin, Texas, recently, upstaging a promotion in which the search giant invited passersby to contribute a photo in exchange for a cupcake. A giant white box then moved in across the street bearing the Zappos logo, and cutout windows labeled “Insert Cupcake” and “Be Happier.” Those willing to part with their cupcakes received a variety of items, including watches, totes, and gift cards.
A video of the hyperlocal duel ends with “Thanks for the cupcakes, giant tech company.” But while Zappos’ promotional chutzpah made good video, it’s hardly an upstart. The discount clothing retailer was acquired in 2009 for $1.2 billion by Amazon—itself a giant tech company. Zappos continues to operate as an independent unit, however, maintaining its scrappy spirit while producing about $2 billion in annual sales.