eBay wanted to change the conversation around the brand and shift their position from an auction site to a shopping destination.
Taking eBay's existing online Daily Deal initiative, which offers items at a reduced cost for a limited time, into an offline game show inspired by the gameshow "Let's Make a Deal."
The offline game was supported digitally through a microsite, rich media ads, emails and partnering with influential bloggers to promote the event. In addition, animated Time Square billboards were created in partnership with Reuters to run "Daily Deal "games, where users would text their answers to a phone number and the winners would be selected randomly.
During the first week of the promotion, eBay saw a 260 percent increase in first time buyers and a 136 percent increase in first-time Daily Deal purchasers.