Zappos breathed new life into New York Fashion Week with the hashtag #ZapposRecharge. It served as the inspiration for a pop-up lounge experience at Lincoln Center offering charging stations, BluePrint juices, complimentary massages, live streaming fashion shows and a wardrobe refresh courtesy of Zappos product and gift card giveaways every 30 minutes. The hashtag was incorporated into the overall creative design of the event space, brand ambassadors’ wardrobe, handouts, juice hang tags and used to share the action live from the Big Apple to Zappos’ global social following.For a fashion and style brand without a runway show or a physical retail space, this was a wildly creative way to join the fun of New York Fashion Week and broadcast those experiences to the Zappos communities across the web. The idea was built around the social shareability of a creative hashtag like #ZapposRecharge. The social conversations and visual content leveraging this hashtag generated 26.7 million impressions.
