eBay is known as the site for finding hard-to-find treasures. eBay wanted to tell everyone that in addition to the many used items and collectibles available on the site, they could also use the site to find brand new items. The target audience for the "It" campaign was defined as eBay users that live in affluent suburbia and upscale America. To get them talking, we launched “It,” a cross-media campaign that teases the audience and gets them wondering, what is It? We reinforced the It concept with a branded campaign that let users know they could find "It" on eBay.