Brilliant! That’s the one word came to my mind when I read about what Zappos is trying to do. After reading an article by David Gianatasio, about Zappos letting its employees stay home on leap day. Not just that, but Zappos has also created an organization called “change.org” which has created a petition to get leap day declared as a federal holiday. It seemed almost comical that a brand hadn’t already come up with this idea.
It isn’t unheard of to create new holidays, for example, Mother’s Day was created in 1908 and Father’s Day in 1910. Many people think Hallmark has been one of the leading companies in creating holidays since their business revolves around it. Considering we celebrate days that come around every year, its surprising to notice that we don’t celebrate a day that only comes around every four years.
This movement says a lot about Zappos as a brand, specifically because it shows the people that Zappos wants to make the customers happy. Nowhere in Zappos campaign messaging suggests that Zappos is trying to advertise its brand as a product. Instead Zappos is using this opportunity to create something that that everyone would enjoy and as a result creates positive association between the brand and consumer happiness.
This campaign is a win-win situation for the company. If the holiday were to succeed it would bring massive amounts of attention to itself. It would also have the opportunity to brand the holiday as brought to you by Zappos since it would be responsible for the holiday existing. Alternatively, if the holiday isn’t successful in being recognized, at least the campaign generated massive amounts of public awareness and demonstrated to the public what kind of a company it is.