The all-agency response strategy was simple: Get Comic Con and trading card fans to see eBay as THE destination to acquire rare, unique and collectable cards.
This was to be achieved through an authentic and unforced presence at Comic Con that enhanced the guest experience, and expert association with credible voices and communities within the trading card space.
As experts in pop culture and veterans of comic conventions all over the world, we were heavily involved on eBay’s strategy as a non-endemic brand entering the pop culture marketplace. We used our own research, curated from speaking to over 10,000 fans across 8 years, to inform the approach. What’s the main reason fans attend Comic Con? What do they want from brands? What can we give them to drive word of mouth or social sharing?
The answer: Cosplay. Authenticity. A story to tell their friends.
It would start with building hype pre-event and peak with a premium, multifaceted exhibition stand which would engage the 85,000 attendees from the moment they arrived at the ExCeL Centre with OOH directional signage.
The campaign would be amplified by a roster of amazing collaborators throughout; with content captured by media partners, influencers and social agencies, as well as continuing post event with highlights reels.
