eBay
Times Square Mobile-Only Game & Campaign Ecosystem
Role: Sole Lead Designer
Core Domain: Interactive Live Event Activation, OOH Digital Media, Mobile SMS Lead Generation, Integrated Campaign Ecosystem
User Journey Scope: Full Funnel (Real-World Awareness & Billboard Interception → Mobile SMS Engagement → Microsite / Digital Conversion)
Executive Summary
As the sole hands-on UX designer and Art Director, I executed the complete end-to-end creative ecosystem for eBay’s high-impact Times Square Mobile-Only Game campaign. The overarching business goal was to reposition eBay from a traditional auction platform into an online shopping destination by highlighting its “Daily Deals” program.
Inspired by the classic game show “Let’s Make a Deal,” we brought eBay’s online Daily Deals into the physical world through an interactive, live-event format in Times Square. I designed every digital asset and visual component for the campaign—including animated OOH Times Square billboards in partnership with Reuters, clear mobile onboarding UI flows to drive SMS participation, an event microsite, rich media ad units, email campaigns, and promotional digital asset packages for blogger/influencer partnerships.
The campaign achieved massive business impact: during the first week of promotion, eBay experienced a 260% increase in first-time buyers and a 136% increase in first-time Daily Deal purchasers.
Technical & Professional Scope
| Categorization | Details & Competencies |
|---|---|
| Role & Focus | Sole Lead Designer (100% Hands-On UX/UI, Motion Art Direction, OOH & Digital Media Design) |
| Domain Scope | Live Interactive OOH Events, Mobile SMS Onboarding, E-Commerce Rebranding, Integrated Campaign Assets |
| Cross-Functional Stakeholders | eBay Brand Strategy Leads, Reuters Media Operations, Event Production Teams, Media Buyers, Influencer Outreach Leads |
| UX/UI & Production Workflow | Animated Billboard Graphics (Reuters Times Square), Mobile SMS Onboarding Screens, Event Microsite Architecture, Rich Media Banner Comps, Email Design, Influencer Digital Kits |
| Impact & Reach | +260% Lift in First-Time eBay Buyers (Week 1), +136% Lift in First-Time Daily Deal Purchasers |
| Lifecycle Stages | Awareness (Times Square Billboard & Blogger Push) → Engagement (SMS Game Show Interaction) → Conversion (Microsite Daily Deal Offers) → Retention (Ongoing SMS Messaging List) |
Key Initiatives & Strategic Impact
A. Live Times Square Billboard Game & Mobile SMS Onboarding
- Reuters Animated Billboard Art Direction: Designed dynamic, high-visibility motion graphics for Times Square billboards in partnership with Reuters, bringing the “Let’s Make a Deal” concept to life in a bustling outdoor environment.
- Mobile SMS Conversion Flow: Designed step-by-step mobile UI screens prompting live spectators to text their answers to a dedicated shortcode, seamlessly entering them into the game and opting them into eBay’s ongoing SMS messaging program.
- Real-Time Winner Selection Mechanics: Architected clear user guidance explaining how random winner selection functioned, bridging the gap between live billboard prompts and personal mobile screens.
B. Digital Campaign Ecosystem & Influencer Enablement
- Campaign Event Microsite: Designed the dedicated digital microsite that anchored the event, explaining the campaign rules, featuring real-time Daily Deals, and showcasing live event highlights.
- Rich Media Banners & Email Templates: Created responsive rich media display banners and promotional email blasts to drive digital traffic to the Daily Deals hub.
- Influencer & Blogger Asset Kits: Provided comprehensive digital visual assets and creative packages to partner bloggers and online influencers to build cross-platform momentum prior to and during the event.
Workflows & Governance
- 100% Solo Hands-On Design: Independently designed every visual and user-facing component across physical OOH billboards, mobile user screens, desktop web experiences, email, and digital display ad units.
- Multi-Format Technical Delivery: Handled strict specs across broadcast-level OOH billboard specifications (Reuters Times Square), mobile UI layouts, and digital media banner formats.
- Strategic Brand Re-Positioning: Aligned every visual asset with eBay’s strategic pivot toward a modern, instant-purchase retail marketplace.
