Asymmetric Advertising, Zappos Style

Among online retailers, Zappos is surely royalty. The company simply understand how to position its brand online. But they also know how to generate awareness and excitement about their brand through traditional means, as shown by their relationship with TLC’s What Not To Wear.

But on a recent visit to the Nashville airport, I learned they’re also very clever at what I’ve called Asymmetric Advertising: the practice of advertising in “media” where there is little to no competition for the viewer’s attention.

In this case, they seem to have “sponsored” the bins where you put your shoes, belt, laptop and other junk when you disassemble yourself prior to going through airport security. It’s a win-win all the way around – they get some nice exposure, and the TSA gets some money to offset the cost of those infernal bins.

They get bonus points, of course, for having the medium tie in so nicely with their product.