Creativity Watch Zappos Cleverly Punk Google by Ambushing Its Cupcake Truck The ultimate promotional hijackingBy David Kiefaber|October 2, 2015 Share By David Kiefaber|October 2, 2015 Share Google recently promoted its new photo app by setting up a food truck in Austin that gave away free cupcakes. That was cool. Then a giant cardboard Zappos box set up shop across the street. And things got a lot more interesting. Yes, the Zappos box asked people to insert the cupcakes they'd gotten from the Google truck, and then dispensed something better. And these free gifts weren't crappy ones either. People got watches and gift cards out of that thing. The video cheekily concludes with, "Thanks for the cupcakes, giant tech company." Cool idea from Mullen Lowe, and brassy for a company with such a twee brand identity. Google was pretty chill about Zappos' claim-jumping—one member of the team even ran up to take part—but are we the only ones a little disappointed? Even if it was staged, a bit of Sharks/Jets public acrimony would have been way more fun. CREDITS Brand: Zappos Project: #paywithacupcake Zappos Awareness Marketing/PR: Catherine (Cat) Cook Agency: Mullen Lowe Chief Creative Officer: Mark Wenneker Executive Creative Director: Tim Vaccarino Executive Creative Director: Dave Weist Creative Director: Jon Ruby Associate Creative Director: Lisa Mathisen Associate Creative Director: Nick Mathisen Sr. Art Director: Ryan Montgomery Sr. Copywriter: Tim Bildsten Content Producer: Eric Skvirsky Senior Content Producer: Aubrey Hayden Assistant Editor: Libby Ryerson Animator: Eric Ko Group Account Director: Kelly Burke Account Director: Megan Oxland Account Supervisor: Alexandra Martin Account Executive: Meaghan Quinn Adweek Adweek