Mullen Lowe's stunt drives interest away from a campaign by the tech giant
Online retailer Zappos is big, but not as big as say, tech giant Google. When the search engine, email, at al., advertising platform rolled into Austin, Texas, the Amazon-owned company hijacked Google's campaign.
Google was offering cupcakes from a food truck in exchange for taking a photo with their new photo app. In a bold move by agency Mullen Lowe, Zappos offered "happiness" in exchange for cupcakes — by inserting the confectionery into a low-rent cardboard box.
The people willing to try this won prizes such as watches and bags — leading to many (including a woman promoting Google's offering) to trade a sugary treat for an item.