The Crash Sale
Crash Prime Day with thousands of discounts and even more too-good-to-be-true deals if Amazon’s site crashes – again.
Background
Originally an Amazon-only holiday, Prime Day has become one of the biggest shopping events of the year, driving millions in sales, with other retailers jumping into the fray. On Amazon’s biggest day and the days leading up to it, eBay planned to crash the party and break through the Prime Day noise by playfully serving deals on what shoppers really want.
What we did
The Crash Sale was an irreverent sales event inspired by Amazon’s site crashing during Prime Day the year before. eBay would offer deals on items and brands shoppers actually wanted, with even greater sales unlocked if Amazon’s tech issues struck again. The Crash Sale debuted the morning after Amazon’s 2019 Prime Day announcement dropped, making eBay part of the conversation. True to its promise – when reports surfaced that an Amazon website glitch was preventing customers from adding merch to their carts on Prime Day – eBay unlocked even greater deals for shoppers.
2020 Shorty Awards - Winner, Contest and Promotion
2020 Shorty Awards - Silver Honor, Retail & E-Commerce
2020 Shorty Awards - Finalist, Spokesperson
2020 PRWeek - Finalist
2020 The One Show - Merit Award
2020 The Webby Awards - Nominee
The Reaction
“eBay comes out swinging at Amazon.”
MarketWatch
6B+
earned impressions throughout the campaign, driving both awareness and sales for eBay’s marketplace
“eBay is trolling Amazon over last year’s Prime Day outage.”
Business Insider
“eBay is trolling Amazon over last year’s Prime Day outage.”
Gizmodo
72%
increase in eBay.com searches, which helped shoppers get what they truly wanted during Prime Day and the build up toward this shopping holiday
$20M+
sales driven, inspired by The Crash Sale campaign and its efforts to position eBay as an Amazon competitor during Prime Day