EBAY
Impulse Sellers
eBay was in need of some clout in the sneakerhead community, despite it being the home of every sneaker you can think of, new and worn. We pushed eBay into the conversation in a way that would resonate with sneakerheads of every kind: by calling out and complimenting the specific sneakers on their feet and then prompting them to sell–instantly. That's when the new, ownable phenomena came in: impulse selling.
CALL IT HOW
WE SEE IT
An interactive billboard with a built-in camera would scan the sneakers and praise passersby. Users would then be called on to sell their kicks with an automated listing.
HOW'D WE
GET HERE?
A day spent at the brainstorming table with three non-sneakerheads staring at each other (though now i'm self-proclaimed). I knew we had to do our own research–specifically to find the nuanced behaviors and interests of our target audience. I recruited friends and social media connections to understand what makes them tick.
LAUNCH
We’d launch the experience at popular sneakerhead locations before expanding to digital OOH near public transportation, sports arenas and concert venues.
MEDIA POTENTIAL
The Street Becomes a Sneakerhead Storefront in eBay’s Interactive Ads
Sell Your Shoes on the
Street Just Like the Old Days Thanks to eBay
Get Props on Your
Sneakers from eBay’s Interactive Billboards
THE TEAM
Agency
MRM + McCann Worldgroup
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Associate Creative Director
Jonathan Springer
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Copywriter
Sasha Galkin
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Art Director
Shannon Wilson
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