by Michelle Lentz

Everyone’s favorite online shoe shoppe,, has partnered with social video site for a “Box Break” campaign, accessible from  Zappos wants its consumers (hey, that’s me!) to engage by creating a video community around their brand. They are encouraging consumers to film the experience of opening a Zappos box upon arrival, and then upload the video to the channel. Customers can then interact by voting for the best video. The most popular video each month wins a $100 gift certificate to Zappos.

logos offers social features on each of its video channels, including integration with other video sites, Flickr, and Twitter. Users can create their own profiles, friend other people with similar interests, and subscribe to the feeds of their friends.

Considering the sheer number of unboxing videos on the net, I see no reason why shoes should be any different.

According to TechCrunch, Zappos and are officially launching “Box Break” at a SXSW party on Friday (although the site is already live). The party features a variety of the biggest names on the web, including Guy Kawasaki, Kevin Rose, Chris Brogan, and more – all of whom will have their own Box Break videos. I hope they get some good shoes.


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