secret society
#imnotabox creativity kits :: nationwide
overview
In the world of online shopping, the box is one of the most important and only guaranteed touch points with a customer. How do you turn a box into a creative and genuine customer connection? For Zappos, we developed the multi-platform #ImNotaBox campaign to inspire customers to see not just the box… but their own self and the world with a new perspective.
In the summer of 2016, we decided to push some boundaries! Because we had so much fun letting our campaign manifest itself through various mediums, we built a secret society to surprise the most loyal of our campaign followers. Combined with the launch of a heartwarming ad, an innovative packaging redesign, and other disruptive marketing tactics–the campaign garnered positive attention across the industry and even collected some awards along the way.
To see more of the campaign, check out the other portfolio projects.
the hidden entrance
On the limited edition box that launched with the campaign, we hid a secret creativity oath. If found, signed, and submitted–customers were officially entered into the secret society and then sent a surprise.
the surprise
We equipped them with trinkets, riddles, and more to show them that they are not just a customer and far more than a "box".
the elements
The kit came equipped with a cube that unfolded into a toy robot, temporary tattoos, a box that turned into a rocketship for the toy, a coded secret message, and a creativity survival guide.
a peek inside the survival guide
The creativity survival guide was filled with 80+ pages of quotes, riddles, puzzles, art, jokes, a coded alphabet, and more. It also provided additional oaths that could be torn out and shared with friends so they could participate.
