eBay: Video Game Takeover
In the fall of 2019, eBay unveiled its Gold Tier Program, where we would highlight key moments that we felt we could own. These Gold Tier moments are highlighted in the form of a homepage takeover. Despite my lack of gaming expertise, I was assigned to the video game takeover. The campaign was kicked off very last minute, giving us less than a week to develop every single asset for the homepage.I was working on other major projects at the time but still effectively managed my time and prioritized my work based on importance/urgency. As a result, I was able to write and edit all the assets before they were due while still completing all my other assignments. It took extra hours and plenty of research, but I wanted the copy to show that eBay knows what we’re talking about when it comes to video games. I strived to strike a balance between embodying the gamer vernacular while still maintaining eBay’s brand voice.
For our featured sales and events assets, I fought to have the language really speak to our audience. I believed the imagery worked well with the copy so that we didn’t need to explicitly state each category. For our Mario event, I didn’t use the name “Mario” at all because I knew our audience would understand. I also took a risk with our Pac-Man event by making the copy read nothing more than “Waka waka waka waka waka…” which I felt was a clever way to add a bit of humor and lightheartedness to the homepage.
The goal for the copy was to establish eBay as THE place to get all things gaming. We’re the only place where you can find every obsolete console or discontinued game as well as preorder the latest gaming gear. This gaming takeover lived on the eBay homepage from October 11-13 and I’m very proud of how it turned out.
The campaign was successful enough to make headlines even though eBay never officially announced the gaming takeover.
