Core Values
Client Summary
Zappos.com is an online shoe and clothing retailer based in Las Vegas, NV. Their brand is characterized by their industry-leading customer satisfaction, driven by incredible customer service and an open, "holacratic" company culture. Zappos.com first partnered with Production Theory in 2015 and has been bringing "fun and weird" back ever since.
Zappos.com is an online shoe and clothing retailer based in Las Vegas, NV. Their brand is characterized by their industry-leading customer satisfaction, driven by incredible customer service and an open, "holacratic" company culture. Zappos.com first partnered with Production Theory in 2015 and has been bringing "fun and weird" back ever since.
Objectives
Shape and reinforce the public perception of Zappos' brand values of “Create Fun and a Little Weirdness”, “Be Adventurous, Creative, and Open-Minded”, and promote goodwill between Zappos.com and deserving non-profits.
Shape and reinforce the public perception of Zappos' brand values of “Create Fun and a Little Weirdness”, “Be Adventurous, Creative, and Open-Minded”, and promote goodwill between Zappos.com and deserving non-profits.
Concept
Production Theory worked with the Zappos team to create a custom activation that fit both the festival and their desired audience at one of Las Vegas' largest festivals, the Great Vegas Festival of Beer.
Based on a long tradition of pretzel necklaces paired with beer at festivals, Zappos.com Pretzel Brewtique was one part fun and the other part high-end luxury retailer. A fun play on a high-end jewelry store that ‘fitted’ and sold fun and creative twists on a beer festival staple: pretzel necklaces. We created a custom buildout and decor that drew a crowd of buyers, encouraged media coverage and social buzz, and supported a local non-profit partner to benefit from all Brewtique proceeds.
Production Theory worked with the Zappos team to create a custom activation that fit both the festival and their desired audience at one of Las Vegas' largest festivals, the Great Vegas Festival of Beer.
Based on a long tradition of pretzel necklaces paired with beer at festivals, Zappos.com Pretzel Brewtique was one part fun and the other part high-end luxury retailer. A fun play on a high-end jewelry store that ‘fitted’ and sold fun and creative twists on a beer festival staple: pretzel necklaces. We created a custom buildout and decor that drew a crowd of buyers, encouraged media coverage and social buzz, and supported a local non-profit partner to benefit from all Brewtique proceeds
Results
The Brewtique was a massive success, generating tens of thousands of impressions from media coverage, organic social posts and shares, and additionally thousands of dollars for the charity (which generated additional media coverage).
The Brewtique was a massive success, generating tens of thousands of impressions from media coverage, organic social posts and shares, and additionally thousands of dollars for the charity (which generated additional media coverage).