A few weeks ago, Creativity brought you the news that Google was offering consumers the chance to Pay With a Photo at a Google Photos-branded food truck.

The campaign culminated in early September in Austin, Texas, where the snacks being handed out for free were cupcakes. At this point, Zappos decided to get in on the act and punked the campaign with its own stunt.

The brand, helped by agency Mullen Lowe, showed up with a giant, lo-fi cardboard box labelled Pay With a Cupcake and started handing out gifts to people who dared drop a cupcake (presumably one from Google, simple labeled as "giant tech company" in this film) into a slot on the box. Gifts included watches, headphones, sunglasses, backpacks and gift cards.

We're told that the giant tech company was a "good sport" about the prank (and frankly why not? It's hilarious). But really, who wouldn't swap a cupcake for a watch?