Snow Circuit
An invite-only event where journalists tested the biggest winter-driving misconceptions on a fleet of different rides with winter tires from eBay Motors.
Background
With over 1 Million tire listings, anyone can find the tires they need on eBay Motors. To help make installing them easier, they launched a new service enabling drivers to seamlessly book a professional local installer when checking out on eBay Motors. The launch was timed to winter-driving season when the right tires make all the difference. There are countless misconceptions about winter driving and testing the tires out in the snow was the perfect opportunity to introduce the new service to media.
What we did
We built the Snow Circuit, an invite-only press drive at the renowned winter driving proving grounds outside of Yellowstone. Guests received training from pro-drivers on the best tires and strategies for winter driving while getting a taste of eBay Motors’ tire offering. On our custom snow course, guests got to feel the difference between stock and winter tires by test-driving base models vs. rides outfitted with top winter tires from eBay Motors.
Social Output
TopSpeed
12
media journalists and influencers attended the eBay Motors press event & winter driving experience
The Reaction
“eBay Motors invited us out to a winter driving test convention at Yellowstone Airport in Montana to demonstrate how truly effective snow tires really are.”
92.6M+
impressions across earned, influencer, and owned channels
“eBay Motors recently rolled out a new process that allows you to specify your car and select filters such as type of tire or mileage warranty.”
Forbes
68%
of those surveyed were more likely to consider eBay Motors as a tire destination driven by earned coverage
“With the help of eBay Motors, I got to learn new winter driving tips and busted a few common misconceptions.”
MotorBiscuit
