Thanksgiving Eve is one of the most stressful days to travel. So Zappos shows up in a place most people associate with impatience. The baggage claim carousel.
At Houston’s George Bush Intercontinental Airport, Zappos turns sections of a baggage carousel into a roulette-style game. Parts of the moving belt are marked with prizes and slogans. When your suitcase arrives and lands on a prize square, you win what it lands on. That can be a product prize or a gift card. Suddenly, the worst part of the journey becomes the most watchable part.
Why the idea works
The activation flips the emotional context. Baggage claim is pure friction. Zappos turns it into anticipation. People are already looking at the carousel. They are already waiting. The brand simply changes what “waiting” feels like by adding suspense and a tangible upside.
The CX mechanics are simple by design
- No app. No instructions. You just wait as usual.
- Instant feedback. Your bag lands. You know if you win.
- Social energy. People around you start watching your outcome too, because it is a shared moment.
What to steal
- Pick a real pain point where attention is already guaranteed, then redesign the emotion of that moment.
- Make participation automatic. If people must opt in, you lose most of the crowd.
- Use a reward that is immediate and credible, so the surprise feels real, not promotional.
A few fast answers before you act
What is the Zappos Thanksgiving baggage claim activation?
A roulette-style baggage carousel game at an airport on Thanksgiving Eve where travelers win prizes based on where their luggage lands.
Why is baggage claim such a strong place for this?
It is a high-friction moment with captive attention. Everyone is already watching the belt and waiting.
What is the core experience design principle?
Reduce friction by changing the emotion of the same behaviour. Waiting stays the same, but it becomes suspense and delight instead of irritation.