CLIENT eBay
TITLE "Camp eBay"
Deliverables
Microsite, TV Trailer, Mobile Tour, Collateral, CD-ROM Tutorials, In-Theater Exposure, On-Site Demo, Event Signage, Emails, Banners
Target
New and Lapsed Users
Challenge & Assignment
eBay was in search of an integrated summer promotion to spike activity during a season when people traditionally spend more time outdoors and away from their computers. This challenge had multi-tiered objectives: create a compelling concept to generate overall awareness and drive purchases by new eBay users, reactivate lapsed users and increase activity from existing users.
Strategy & Solution
Swirl delivered on this objective in the comprehensive concept and experience of "Camp eBay" — summer’s camp headquarters. Swirl leveraged a favorite seasonal theme and extended an integrated message and campaign, offline and online, into a country-wide outreach and interactive mobile tour with a compelling call to action: win instantly at www.campebay.com. eBay users could learn ’how to’ eBay, become a part of the eBay community, earn virtual camp badges and have up to 15 chances to win instantly.
Swirl partnered with eBay, an event planning firm, promotion team, Clear Channel venues and corporate sponsors and together translated the concept of Camp eBay into a multi-faceted "Camp eBay Custom Tour." A "Camp eBay" bus, cabin, truck, tv trailer, interactive kiosks, demos and CD-roms toured at concerts and venues all across the country. Camp eBay was also featured at Loews theaters around the country and in-store at Baskin-Robbins.
Camp eBay provided existing and new eBay users with unique and exciting opportunities and incentives to experience the thrill of "winning" on eBay — through the literal win of prizes discovered by ’unscrambling’ online messages with their very own Camp eBay decoder card and the emotional high of ’winning’ their auctions. Camp eBay users, or "campers" were enticed to learn more about eBay and conduct transactions as these activities were linked with additional opportunities to use their decoder cards and become instant winners.
Campers scored badges and chances to win their bounty of prizes from a pool of over $750,000 in merchandise — prizes from sponsors like Baskin-Robbins, Loews’ Theaters and Sony Connect, to $10,000 in cash.
The Camp eBay summer promotion, now slated as an annual event, offers a fertile landscape for the eBay community, and the online and offline population at large, to interact, teach and encourage each other to join and become a "Camp eBay Camper" and win one of over 525,000 prizes.
Results
- Winner of 2005 Gold Reggie
- Nearly 300,000 people registered for Camp eBay and made over 80,000 purchases
- More than 48% were new or lapsed users
- Average of 4 game plays based on prescribed activity per registrant {850,000 game plays}
- 45% of all participating existing eBay users increased the number of categories they purchased in
- 4 million game cards were distributed with a 4.2% redemption rate
- The mobile tour visited over 400 concerts at 24 outdoor venues and garnished nearly 15MM impressions
- Campebay.com received over 16 million page views
- Nearly 15 MM impressions through mobile events and concerts
