#PayWithACupcake was a simple, low-budget stunt filmed in Austin, Texas with the goal to heap as much attention as possible onto the Zappos.com brand by bringing to life their commitment to always delivering happiness. MullenLowe U.S. heard that Google was going to be taking over a food truck in Austin, Texas to promote their new photo app by giving out free cupcakes to people who used their hashtag #PayWithAPhoto, and decided to upstaged their event. The Zappos team immediately flew to Texas, put a #PayWithACupcake box right next to their truck, and in exchange for those Google cupcakes, we gave people exciting items from Zappos.com