My role was as the Line Producer / Physical Production Lead of this eBay campaign on the production company side.
Excerpt from Agency Shorty Awards Blurb:
To show up differently for the Millennial and Gen Z sneaker community, eBay leaned into “Drop Culture,” an exclusive sale/giveaway model used by popular shoe and streetwear brands. Drops are highly publicized limited releases that feature sought-after shoes and gear. Whether it's retail stores with lines around the block or mobile drop with millions vying for shoes via apps like SNKRS, a well-executed drop gets the sneaker community talking on social, driving excitement leading up to the release. Drop culture is dominated by brands like Nike, Supreme, and Kith, brands who not only drive the styles but actually produce the goods.
To get Millennials and Gen Z to reconsider eBay, a brand who doesn’t have stores or make their own products, they needed to invent their own style of drop, one that showed they’re tapped into the culture while showing off the breadth of sneakers on their platform. However they first had to find a way to make their drop stand out from the rest. The answer was inventory. Sneaker drops are known for super-limited quantities, leaving most of the community empty-handed and upset. However, by tapping into the largest collection of sneakers on the resale market, eBay could stand out by having the biggest drop sneakerheads had ever seen.
The ad was a shorty award winner in 2021 under the category of Retail & E-Commerce.
Shorty Award Winner in the category of
Retail & E-Commerce, Physical & Digital
The eBay Santa Sneaker Drop was a massive success across the board. There were over 2 million entries in just 72 hours. Nearly every person who entered used all 5 of their chances per day, showing sneakerheads were engaged and the experience was fun to play even after the first try. On social, the positive outpouring was overwhelming with over 875, 000 social engagements during the drop. Even those who didn't win commented on how much they loved playing the A/R experience and interacting with a new style of drop.
The drop was an earned hit and was picked by outlets across the country, helping spread the word and accelerate the hype. Coverage ranged from publications targeted at the sneaker community like Sole Collector, Footwear News, Nice Kicks, and BroBible, to huge national players like Yahoo! Sports, ABC News, and Good Morning America. The coverage blanketed the internet like fresh Christmas snow generating over 2 Billion earned impressions in just 3 days.
Most importantly, the Santa Sneaker Drop got the entire sneaker community talking about eBay again. It also got millions of Millennial and Gen Z sneakerheads seeing eBay in a new light and proclaiming that eBay had the sneaker drop of the year.