The media team was instrumental in negotiations and logistics to secure the airport partner who could seamlessly install the baggage belt creative and remove it all within a 24-hour period. They helped secure a space that offered ample added value signage opportunities and enabled a team of brand ambassadors to help draw foot traffic into the experience. The paid advertising budget went primarily to the baggage claim belt as the hub of all activity. We extended the experience with organic and promoted social posts from Zappos’ social platforms including Facebook and Twitter. Participating partners (American Airlines, Kitchenaid, The North Face, OXO and UGG) also extended the reach via organic social posts. PR efforts secured two live, local TV remotes and articles spanning local to national media that created additional buzz.

The primary goal of the Zappos Baggage Claim Game was to generate buzz to drive social conversation and brand awareness, which was achieved on the back of social and PR efforts. In total, Zappos surprised over 1,000 travelers the day before Thanksgiving. Over 200 of those travelers took home a prize. The stunt garnered over 41 million media impressions and generated 2.4 million social impressions via chatter across Facebook, Instagram and Twitter.