eBay

eBay

eBay

eBay Crashes Prime Day

eBay Crashes Prime Day

eBay Crashes Prime Day

eBay Crashes Prime Day

eBay Crashes Prime Day

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eBay trolls Amazon on its biggest day, swiping their spokesperson and promising unbeatable deals if their competitor’s site goes down again.

eBay trolls Amazon on its biggest day, swiping their spokesperson and promising unbeatable deals if their competitor’s site goes down again.

eBay trolls Amazon on its biggest day, swiping their spokesperson and promising unbeatable deals if their competitor’s site goes down again.

eBay trolls Amazon on its biggest day, swiping their spokesperson and promising unbeatable deals if their competitor’s site goes down again.

eBay trolls Amazon on its biggest day, swiping their spokesperson and promising unbeatable deals if their competitor’s site goes down again.

CrashSale_CaseStudy_Website2

Challenge

Challenge

Challenge

Challenge

Challenge

Amazon Prime Day has become one of the biggest shopping events of the year, generating millions in sales for Amazon, eBay’s biggest competitor. How could eBay disrupt this made up holiday, and drive site traffic and sales of their own?

Amazon Prime Day has become one of the biggest shopping events of the year, generating millions in sales for Amazon, eBay’s biggest competitor. How could eBay disrupt this made up holiday, and drive site traffic and sales of their own?

Insight

Insight

While nearly everyone shops Amazon, negative consumer sentiment with the world’s number one retailer had been steadily growing – from its mistreatment of warehouse workers to its invasive listening devices to the fact that the site has crashed multiple Prime Days in a row. Needless to say, people are looking for an underdog to root for.

While nearly everyone shops Amazon, negative consumer sentiment with the world’s number one retailer had been steadily growing – from its mistreatment of warehouse workers to its invasive listening devices to the fact that the site has crashed multiple Prime Days in a row. Needless to say, people are looking for an underdog to root for.

Idea

The Crash Sale: An irreverent sales event inspired by Amazon’s site crashing during last year’s Prime Day. The Crash Sale offered deals on stuff shoppers actually wanted (not what was gathering dust in a warehouse) with even greater deals to be unlocked if Amazon’s technical issues struck again. Our Crash Sale spokesperson? Alexa, of course.

Honest Alexa

Honest Alexa

To promote the Crash Sale, we released a :60 online video that roasted all things Amazon, and teased the great deals we’d offer should Amazon crash again.

To promote the Crash Sale, we released a :60 online video that roasted all things Amazon, and teased the great deals we’d offer should Amazon crash again.

To promote the Crash Sale, we released a :60 online video that roasted all things Amazon, and teased the great deals we’d offer should Amazon crash again.

The Press

The Press

“eBay comes out swinging at Amazon and its upcoming two-day sale.”

“eBay comes out swinging at Amazon and its upcoming two-day sale.”

“eBay comes out swinging at Amazon and its upcoming two-day sale.”

logo_market watch

“You might actually be crossing your fingers that Amazon's servers buckle under the Prime Day pressure again.”

“You might actually be crossing your fingers that Amazon's servers buckle under the Prime Day pressure again.”

“You might actually be crossing your fingers that Amazon's servers buckle under the Prime Day pressure again.”

logo_engadget

“Speaking of sites crashing, that's the entire theme of eBay's anti-Prime Day sale on July 15...Oh, the shade.”

“Speaking of sites crashing, that's the entire theme of eBay's anti-Prime Day sale on July 15...Oh, the shade.”

logo_mashable

“eBay throws so much shade at Amazon in its new spot that the screen might go black."

“eBay throws so much shade at Amazon in its new spot that the screen might go black."

logo_adage

More Coverage

More Coverage

More Coverage

LOGONEWYahoo_news
Itsoktojudge_Ebay_Press_logo_TemplateMarket_watch
LOGONEWCNet
Itsoktojudge_Press_logo_TemplateBusiness_Insider
LOGONEWRefinery-29
LOGONEWFortune
logo_good morning america
LOGONEWCBS_News
logo_abc news
Itsoktojudge_Press_logo_TemplateForbes
logo_fox & friends2
Itsoktojudge_Ebay_Press_logo_TemplateMashable
logo_CNN International
logo_GQ2
logo_adage2

The Results

The Results

The Results

6B+

6B+

 earned impressions

 earned impressions

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icon_speech

72%

72%

increase in searches on ebay.com

increase in searches on ebay.com

increase in searches on ebay.com

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icon_search1

20MM

20MM

in estimated sales

in estimated sales

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icon_money

Thanks for judging