Zappos is having way too much fun. And it's nice to see a brand having just that. Check out the finalists and winner from Zappos' 'What's the Coolest Thing You Can Do With a Shoe' Youtube Video Contest. Winner is getting a $500 Zappos gift certificate, which I assume will be spent adding to a nice shoe collection.
Ultimately, the winner always seems to be the customer when it comes to Zappos and its legendary focus on customer service. From an Inc.com article/interview with CEO Tony Hsieh (pronounced 'shay'):
We interview people for culture fit. We want people who are passionate about what Zappos is about--service. I don't care if they're passionate about shoes.