Best Use of Social Media for Retail or E-Commerce

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6th Annual Shorty Industry Awards Finalist

#ZapposRecharge Takes Over New York Fashion Week

Produced by:

Mullen

Date submitted:

Feb. 13, 2014

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Team members: Dana Zumbo - Zappos PR, Cat Cook - Zappos PR, Stacey Sam - Zappos PR, Graham Kahr - Zappos Social, Pete Gaunt - Zappos Social , Mikey Maneeraj - Zappos Video, Mark Wenneker - Chief Creative Officer, Tim Vaccarino - Executive Creative Director, Dave Weist - Executive Creative Director, AJ Hodgson - VP, Director of Print Production, Ariele Jerome - Senior Art Director, Julie Sforza - Senior Production Artist, Ben Harrington - Computer Artist, Kelly Burke - PR/Social Strategy, Jaclyn Ruelle - PR/Social Strategy, Megan Oxland - PR/Social Strategy, Molly Galler - PR/Social Strategy, Elin Boman - PR/Social Strategy, Nicole Driscoll - Project Management

About this entry

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.

The case for why this entry should win a Shorty

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.

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