Online footware and apparel retailer Zappos.com is partnering with video hosting and sharing platform Magnify.net to launch a “BoxBreak” campaign to engage the retailer’s customers into building a video community around Zappos. BoxBreak will encourage customers to first capture their experience (via video) of opening a Zappos box when it arrives and then upload the video to Zappo’s Magnify.net sponsored channel. On the site, customers can vote for the best video and each month the customer who made most popular video will receive a $100 gift certificate to Zappos.com
Last year, Magnify added social networking features to its video channels, which can integrate video from across the web (YouTube, AOL). Magnify is using these features to create a video platform and community for various businesses, including Zappos, New York Magazine and The Weather Channel.
Boxbreak seems like a decent idea in concept and a good way for a business to engage customers in a web 2.0 video community. Of course, getting customers to go through the process of taping the experience is the hard part, but a substantial gift certificate is a decent incentive, especially when people are looking for ways to save a few bucks in the current economy.
I’m not sure if the social network part of the campaign will really take off. Many people will submit one entry to the Zappos contest and that’s it (you have to open a different Zappos package for each entry). I’m doubtful the Zappos TV site will be able to drive continued traffic from its customer base through the BoxBreak campaign alone.
That being said, Zappos and Magnify have recruited a veritable who’s who of the tech community to be part of the official launch at South by Southwest this Friday, touting Guy Kawasaki, Kevin Rose, and Chris Brogan as all expected to participate in their own individual BoxBreak moment at the festival. Perhaps celebrity takes could be a possible way to drive traffic to the Zappos TV site. I’m already looking forward to seeing those videos.
Zappos is a great company and the ceo is even better, glad to see that they are trying to get more involvement from there loyal customers.
@cliffdailey
I second that. Zappos owns.
really sorry, but this is not a good post. I guess the economic downturn is making it hard to write good posts. Nothing revolutionary or out of the box here.. I still like techcrunch and read it everyday, but wish these kind of posts wouldn’t get published.
But Zappo’s putrid inventory sickens me. How can an online retailer with all that cheap shelf space sell nothing but mass-marketed crap shoes?
this is really digging into the pit for a story.
whats new and innovative about a company running a competition by launching a video hosting site.
surely you must get better stories than this into your inbox ???
Agreed. Crunchbase shows both companies moving sideways. This is a story for Advertising Age, not Techcrunch.
What a load of… **** in a box.
http://www.yout...h?v=WhwbxEfy7fg
Two great companies doing fun stuff together. What’s not to like? I can’t wait to watch videos of people busting open their packages from Zappos. Pretty smart idea.
i’m sorry, this just sounds like major stretching – and all for a lame $100 gift certficate (if they’re supposedly earning millions like they say).
I don’t know why everyone is so in love with the zappos ceo. I much prefer how the wine guy GaryV builds up his brand. I think the zappos guy is like a kid in a candy store. Amusing for the first 10 minutes to watch, but then I crave real substance.
Did anyone see Tony the CEO for Zappos on The Apprentice? What a dork! He could barely speak in complete sentences and came across as a shy little nerd. He also has a post about how Twitter is an important part of his life to help ground him….again what a dork that needs to have real human interactionn!
As far as setting up a community around a company that builds nothing and merely resells others stuff, why would anyone bother? Anyone with a real life that is.
The only thing that Zappos offers that is unique is free shipping and an uber flexible return policy. They are supposed to be driven by support, but their online help sucks.
One thing they do is try to create the impression that they are treating you special by sending a follow-up email letting you know that they are able to ship quicker than they thought. Yeah right! People actually fall for this crap?
I don’t get the allure in Tony or his company.
Gawd, everyone is so critical. Tony is the nicest guy in the world, don’t attack him. It’s great they are adding user-contributed videos and a contest, but I agree the idea may not have legs. eBags has user contributed video of people saying why they bought a certain bag, how they use it, etc. Urban Outfitters also allows video reviews, though I have yet to see anyone upload one.
Yah this story may be a little out there but it’s interesting to see what a giant billion dollar company like Zappos is doing to get more in touch with their customers.
I also know the owner of Magnify and he is one of the most hard working and smartest people I’ve ever met so congratz to both of them!
And this is news because it is showing strategic partnerships between two unlikely company. Desperate times call for desperate measures.
Life is what you make it! Obviously, Zappos and Tony have made it and are ever increasing their business model that will hopefully inspire even our political entities as to how to run a business or a country. What have you done?