Zappos leveraged New York Fashion Week as an opportunity to remind consumers that Zappos is more than just shoes. While hosting the #ZapposRecharge experience lounge outside of Lincoln Center, the brand launched a surprise and delight rewards centered on consumer’s engagement with the event hasthag, #ZapposRecharge. Every 30 minutes, prizes, including handbags, apparel and accessories were rewarded to the consumers with the most unique social posts. Additionally, the most excited on-site visitors were rewarded with Zappos gift cards, turning first time shoppers into loyalists. For a retailer without any physical locations, attracting new customers can be tricky. Zappos hijacked one of the biggest fashion events in the world to show consumers Zappos has everything they need to complete their looks and recharge their wardrobe. They also delivered on a pain point during one of the busiest times in New York City by providing consumers a place to relax and recharge while still being immersed in the culture of New York Fashion Week. The social chatter around this activation resulted in 26.7 million impressions.
