Zappos cooks up sweet plan to steal Google's thunder

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.

Credits

Zappos Awareness Marketing/PR
Chief Creative Officer
Executive Creative Director
Executive Creative Director
Creative Director
Associate Creative Director
Associate Creative Director
Sr. Art Director
Sr. Copywriter
Content Producer
Senior Content Producer
Assistant Editor
Animator
Group Account Director
Account Director
Account Supervisor
Account Executive

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