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Mullen Earns Bulldog Bronze Award for Innovative “Zappos Baggage Claim Game” Campaign that Lightened Up a Normally Stressful Travel Day

Best Use of Digital/Social in an Arts/Culture/Entertainment Campaign
Bronze Award:
“Zappos Baggage Claim Game” Logo, Zappos logo The day before Thanksgiving is known nationwide as one of the busiest, most hectic travel days of the year—often riddled with travel delays, cancellations and bundles of stress. So Zappos—known for delivering happiness to its customers— and partner agency Mullen found a way to bring a surprise and delight opportunity to the harried travelers of Houston, TX by turning a baggage claim belt into a Wheel of Fortune-type game. Houston was selected based on the flexibility of the airport marketing team and their capability to set-up and break down within a 24-hour period.

The goals of the campaign was to leverage the tension of one of the busiest and stress-infused travel days of the year, garner national visibility and press coverage and extend reach with social buzz and conversations.

Travelers arriving on seven different American Airlines flights were greeted with excitement at the chance to win one of eight prizes if their bag was lucky enough to slide out of the chute and onto the prize block.

Zaps Baggage Claim GameBy partnering with American Airlines, Zappos was able to help coordinate in-flight announcements prior to travelers departing the plane. Once they entered the baggage claim area, they were greeted by an excited group of Zappos brand ambassadors that included two improv hosts and a dancing turkey. No traveler walked away empty handed as each took home holiday magnets, oven mitts and aviator sunglasses.

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. Two local Houston TV stations (FOX and NBC) drove additional awareness with live remotes featuring interviews with lucky travelers.

Watch the event sizzle reel here.

Do you have a campaign worthy of a 2015 Bulldog Award?
Find submission details and judging criteria here.

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