eBay: Crash Sale

Amazon’s “Prime Day” is one of the biggest shopping events of the year but was historically an Amazon-only “holiday”. However, you need to be a Prime member and the site always crashes.

The “Crash Sale” was created to offer extremely competitive deals on eBay should Amazon go down (“crash”).

“Honest Alexa” was designed to increase awareness of these deals on eBay during Prime Day while also generally reinforcing eBay’s overall market position as a leading online retailer.

Results

• 70% increase in searches on eBay

• 6B+ total earned media impressions

• 1,584 total stories (1,369 broadcast segments and 215 online stories)

  • eBay’s Crash Sale was highlighted in nearly every business story about Amazon Prime Day

• 296% more earned media coverage compared to last year’s Prime Day program

• 1.3M+ total organic social impressions

• 10.9M reach, 610K video views and 27K clicks to site via social paid promotion