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Case Study
| No. 1 |
 "Mobile Tour & Collateral" |
| No. 2 |
 "Mobile Tour Recap Video" |
| No. 3 |
 "CCE venues/Decoder Card" |
| No. 4 |
"CCE Venue Video(no audio)" |
| No. 5 |
 "Print Advertisement" |
| No. 6 |
"Website/email/online ads" |
| Product Service Category |
| eBay has created a powerful platform for the sale of goods and services by a passionate community of individuals and businesses. In the third quarter of ’04, over $92 million in goods were sold each day, across over 50,000 categories. |
| Marketing Overview |
|
The success of eBay vs. other online retailers is a direct result of the over 125 million registered users who make up the eBay community. The community continues growing but there is a greater need to get new users more engaged and more activity out of existing members. The opportunity last summer was to deliver an interactive and memorable experience that inspires new users and educates current users on how to use eBay most effectively. Camp eBay (the company’s first major foray into event marketing) seized this opportunity by combining offline event marketing with an online instant win game. |
| Promotion Objective(s) |
|
1. Drive awareness and participation of new and lapsed users. 2. Provide relevant incentives to increase existing members’ activity. 3. Educate on the benefits and ease of using eBay. |
| Promotion Strategy & Tactics |
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1. Go TO people in summer: • Create a high impact mobile exhibit at large events • Extend reach, build significant offline presence at Clear Channel Entertainment (CCE) venues 2. Provide a relevant context online and offline for educating “How To” get started on eBay and increasing buying activity I. Decoder Game Cards (4.25 MM): Primary vehicle to drive people online – see image II. Mobile marketing tour (5/27 – 9/6): Delivered a memorable / educational consumer experience: • Refurbished school bus (purchased on eBay) used as “classroom on wheels” offering 30-min. classes on eBay buying and selling • Collapsible open-sided cabin equipped with six kiosks for eBay and promotion registration • Staff distributed 250,000 Decoder cards, 60,000+ educational collateral and answered questions about eBay • Consumer testimonial video Mobile Tour Stops: 1. Indy 500 2. Country Music Fanfest 3. eBay Live! 4. Taste of Chicago 5. Ohio State Fair 6. Minnesota State Fair III. CCE venues: 20 outdoor venues nationwide, nearly 400 concerts - Extended mobile tour: simplified messaging enabled greater reach, increasing overall participation • 10x10 logoed tents, in-venue signage, in-venue video • Street Teams distributed 2 MM Decoder cards IV. Retail Stores: • Loews Movie Theaters: 2 MM decoder cards distributed, pre-movie slides, :30 ad in lobbies • Baskin Robbins: 2500 outlets promoted www.campebay.com V. Print Ads: 36MM net reach • Full-page ads in major Time Warner publications extended reach and drove those not online or at events back to www.campebay.com • 1/3 page ads and calendar listings VI. TV: 63.8MM net reach • Leveraged existing cable TV buy for promotion merchandising (billboards, sponsored programming, custom vignettes) VII. Online (www.campebay.com): 16MM Page views • All offline marketing (decoder cards, print, events) drove consumers to URL • The site was an online destination: a hub for information, and activation driver by leveraging instant win • Participants rewarded with online camp “badges” redeemable for chances to win prizes instantly. • Users “earned” badges when they performed online tasks (i.e. completing tutorials about eBay features, leaving feedback, selling/purchasing items) VIII. Prizes: Sponsors: Sony Connect, Baskin Robbins Over 525,000 prizes worth $750,000 including 5 grand prizes of $10,000 cash. |
| Results |
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The Camp eBay program more than exceeded our stated objectives and expectations: 1. Awareness and participation: • Nearly 300,000 confirmed eBay users participated (goal: 100,000) • More than 48% were new or lapsed users (goal: 35%) • Game Card Redemption: mobile events: 7.2%; concerts: 4.2% (goals: ~ 3%) • Nearly 15 MM impressions through mobile events and concerts 2. Activity: • Nearly 4 badges earned per user (nearly 850,000 game plays) • 45% of all participating existing eBay users increased the number of categories they purchased in (sports, clothing, collectibles, etc.) • Participants purchased an incremental 2% during the promotion and built a 9% lift after the promotion (vs. control group) 3. Education: • 5,200+ people attended 30 min. eBay classes on the Camp bus • Events generated over 300,000 1:1 interactions with eBay-trained staff |
| Summary |
| As our brand matures, eBay must continually develop new and interesting ways to keep existing members coming back to buy and sell more. The universally familiar concept of Summer Camp and this promotion helped the brand do that – but also motivated a whole generation of new users who actually asked to be educated about the benefits of the service. It is this kind of thinking that keeps people coming back to eBay.com for more, deepens the sense of community among members, and which ultimately sets the company apart from the competition. |