Other Shopping Showcases:
Creative Agency: Agency.com and BBDO
The campaign was broken into two phases. The first phase was a teaser campaign that included unbranded TV spots created by BBDO, and online banners and a website developed by Agency.com to create a sense of mystery and excitement around what 'it' might be. Online ad units featured a series of testimonials such as "'it' matches every outfit I own," and "I even trained my dog to fetch 'it'." The click through brought users to an extremely interactive unbranded experience that featured a series of original and high-quality videos which further document the story of 'it' and its travels on the world media circuit from Mexico to Tokyo. The site also featured an "it" configurator that let users customize their own "it" by texture and size and then print out a poster, as well as a countdown clock that lead to the launch of "it." Once the teaser phase of the campaign ended the website was updated to incorporate eBay branding as well as a search bar to bring users to eBay.com.
The second, or reveal, phase of the campaign broke four days later with online, television and print ads aimed at increasing awareness that eBay is not just a great site for used and collectible items, but also for brand new items. A series of API-enabled Flash ads were developed to illustrate that "it" could be any one of the millions of products in over 50,000 categories -- from cars to clothing to collectibles -- that are available on eBay. Upon rolling over the units, users can see how many of a specific product are currently available on eBay, and the starting price.
Additionally, an overlay ad unit captures consumers' attention with a unique video execution. Viewers see a father contained within an ad unit, playing catch with his son who is standing atop page content. Instead of a ball, they are tossing an "it" to each other over the page content -- an executional element that was also utilized in the TV and print advertising. The unit resolves to a variety of products, with which users can interact to find how many are currently available on eBay and the starting prices.
-- Agency.com Staff
The viral nature of the microsite ranks nine out of 10. The six different video clips are the stickiest elements of whatisit.com. I played around with the size and style of the “it” brand identity for a minute, but then moved on. The “it” toolbar takes you right to where you want to go on eBay’s site. However, there are a few tactical elements of whatisit.com that could have done a bit better. The Send to a Friend would be more functional and trackable as a web form rather than popping up an email browser that works for a limited number of email browsers. I also might suggest a “voting” element on the microsite to empower the audience to co-create and co-own the brand. Vote on your favorite “it” video and vote on which video campaign they should do next. Overall, I love the campaign. It was unique, authentic and had me laughing all the way to purchase some random item on eBay.
-- Ryan Buchanan, president, eROI, Inc.
Agency.com's "it" campaign for eBay provides the online yin to the broadcast campaign's yang. Those yearning for extended video of the wacky Japanese host's introduction of "it" can find "it" on the site, robustly filled with even more video. Kudos to the TV and online production teams for making these videos entertaining and quirky enough to get a chuckle or two out of audiences.
Currently, there's not much to do at the site but view extended video clips that are featured in the TV spots, but that's enough for now to whet audiences' appetites for more. While this may not be the best "viral" campaign (would I really want to send these videos to friends?), it certainly reinforces eBay's brand personality that has been established in campaigns past.
While the option to download an "it" poster is cute, I thought it would have been cooler to actually have an "it" available for purchase on eBay.com. After all, the site says to search for "it" on eBay. I did, and nothing relevant to the campaign showed up. Something like the CP+B campaign for Burger King should have proven that customer demand for an advertising prop can at least be faked -- if not created.
As more TV spots continue to be produced, I imagine extended clips of them will continue to be showcased on the site, which should evolve along with the "it" campaign and "product". I'd like to revisit this campaign at it's full fruition, and see if they've lived up to the potential -- as well as look at some of the statistical successes of the program.
I give the "it" campaign four out of five "its" for keeping "it" real, and for continuing to justify that using online video to extend the brand can truly be effective -- and not just an "it"-flavor of the month.
-- Ian Schafer, president, Deep Focus