eBay
eBay was launching eBay Live, a livestream shopping format, to an audience that already spends its evenings watching people talk to a camera.
- Market
- United Kingdom
- Formats
- Sidebar, Snipe
- Objective
- Awareness
Problem
Live shopping is a behaviour before it is a product. eBay needed people to understand what eBay Live was, in a context where the thing being described was already happening around them.
Solution
Sidebar panels beside UK creators carrying the offer, and snipes across the bottom of the frame during play, on collectible cards and toys. The placement sat inside broadcasts that already looked like live shopping, so the format explained itself.
- 115,973Chat messages captured
- 4,541eBay mentions
- 13%Of chatters mentioned eBay
One community built an eBay emote and used it 762 times. Chat turned the sponsor into an inside joke it kept coming back to.
“I never knew eBay could be so good until suzooiey put me on, everybody press the link”
dppapp0“eBay is how I got my PSA 10 Sentret and Furret, also some Official Japanese Pokemon Plushies”
DaanLegoMan“Thanks to suzooiey I just found a pc on sale on eBay”
themightybren“I have never bought from eBay. From now on I will buy everything from eBay”
icecreamfloater“eBay? More like we buy!”
DaanLegoMan“Gonna miss the eBay banner when it is gone :(”
willa5567
Impact
- 11Creators
- 2,820Ad plays on stream
- 910,929Completed views
- 101%Delivery goal
