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The Challenge
- While the eBay community continues to grow, with over 125 million people shopping for 15 million items in more than 50,000 categories daily, there was a need to attract new users and to extract more activity out of existing members.
The Solution
- Launch a mobile marketing tour that included the Indianapolis 500, the Ohio and Minnesota state fairs and nearly 400 outdoor concerts.
- At various venues distribute Decoder Game Cards which offered a chance to win valuable prizes.
- Hold "classes" in a refurbished school bus and collapsible open-sided cabins, where the benefits of buying and selling on eBay were taught.
- The summer promotion was supported via a robust print, TV and OOH advertising campaign reaching more than 100 million potential eBay users.
- Consumers were also prompted to visit www.campebay.com, where they could win additional prizes by completing tutorials about eBay's features.
The Results
- Nearly 300,000 eBay users participated in the promotion, 200,000 more than anticipated.
- Of these, half were new or lapsed eBay users (the goal was 35 percent).
- 45 percent of all participating eBay users increased the number of categories in which they usually purchase.
- Participants spent an incremental 26% during the promotion and maintained a 21 percent uplift after its conclusion, versus a control group.
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