Considered by many the original 'social network' eBay experienced tremendous success in its first 14 years pioneering the way people shop online, but as competition loomed, public perception shifted and the economy went south, eBay became less relevant. Consumers no longer recognised eBay as a site where they could browse at their leisure and purchase at their own perceived value in three different ways: auction, Buy It Now (fixed-price purchase) and Daily Deal (selected daily fixed-priced bargains).

Our agency conceived and implemented Let’s Make a Daily Deal, a three-day, integrated campaign featuring a high-profile event in Times Square. The event came to life in person as a series of price-guessing games for consumers and online as a new feature on www.ebay.com. More importantly, it served as a platform for articulating the great variety and deals available on eBay in multiple channels, including:-In person, as street teams blanketed Manhattan.

-Online through both paid placements and organic conversation.

-In traditional media such as New York Times, TODAY, The View and others.

Ultimately, the program increased first-time eBay buyers (260%) first-time Daily Deal buyers (136%) during the week of the event.

LMADD Event: Actor-comedian Mario Cantone hosted the June 22-24 price-guessing games in Times Square Studio (transformed daily from the home of GMA to an authentic game show set). Media Outreach:-The media team targeted national and local media for interviews with eBay and celebrity spokespersons, focusing on the business story of eBay’s re-emergence (25%) and the consumer story of eBay’s deals and selection (75%).

-Online paid placements on Daily Candy, Thrillist and MeetUp drove consumers to Facebook, Twitter and the blogosphere, where celebrity hosts contributed content and drove conversation.

Experiential Marketing:-Street teams blanketed Manhattan’s high-traffic locations and key shopping hubs with branded visuals and collateral.-For the half-million who visit Times Square daily, the NASDAQ, Reuters and ABC electronic billboards were populated with eBay imagery and a text-to-win game. -An online version of LMADD served as a call-to-action for consumers outside of New York.

Create a moment in time with a multi-channel campaign:- 750 participants in game show.

- 600,000+ street team impressions.- 3,000 participants in mobile game.- 5 million impressions from Reuters, ABC and NASDAQ billboards.Drive awareness about eBay’s great deals, diverse merchandise and fixed price buying formats:- 30+ million media impressions, including...- Interviews with eBay’s Alan Marks in NY Times and CBS Radio News.

- Mario Cantone appearances on Good Day NY and TODAY, Kathie Lee and Hoda recreating the game show in-studio- Monty Hall interviews on ABC News Radio.

- 7 million social media impressions.

- 3,000 Facebook guest responses.Reinvigorate passion for eBay during June sales period: - 10 percent increase in Daily Deal e-newsletter subscriptions.- 260 percent increase in first-time eBay buyers and 136 percent increase in first-time Daily Deal buyers the week of the promotion.- 14 percent increase in ebaydailydeal Twitter following.