How do you take two things most people don't like—airline travel and advertising—and combine them into a pleasing experience? That was the task online retailer Zappos set for Mullen, and the Boston ad agency came up with a client-pleasing solution. This Thankgsiving Eve, travelers through Houston's George Bush Intercontinental Airport found their baggage claim conveyor belt festooned with what appeared to be Zappos advertising banners, but which were in fact prize markers for clothing, appliances, accessories and gift certificates. The entire conveyor belt had effectively been transformed into a giant roulette wheel, with travelers' individual pieces of luggage serving as the ball.

"Zappos wants to intercept people in their everyday lives and bring surprise and delight," Mullen executive creative director Tim Vaccarino told Ad Age. "So right away we're always looking for something fresh in approach."

Zappos staff were on hand to verify prize winnings, with at least one of them dressed like a turkey. And unlike America's usual Black Friday shenanigans, there were no fistfights, stabbings or shootings reported.