With the ongoing Indian Premiere League season being in full swing, brands have weaved in campaigns that not only woo the cricket enthusiasts but also the consumers around them. This cricket season, online marketplace, eBay India has integrated a cool marketing strategy that plays around the shopping habits of women and encourages shopping on eBay India before an IPL match. Throughout the T20 season, eBay will host a Mega Sale on its platform from 1 PM to 4 PM offering ‘Match Se Pehle’ deals on popular products. The sale will feature six popular products at great deals and free shipping.
Targeted at cricket enthusiasts, the campaign has also designed a series of TVCs to drive home the message that husbands can watch their cricket matches in peace, after availing the great deals on eBay India Mega Sale for their wives.
The TVC is quite over-the-top apart from portraying that ‘shopping’ for more stuff is all what women want, despite an old badly-coughing man in need of urgent attention. Take it how you will, but the online marketplace seems to have occupied a fair amount of mindspace to ensure increased sales prior to an IPL match. The deals are available on all kinds of products including gadgets that could be a good buy for the husband himself!
In addition to TVCs, eBay has also leveraged popular social media platforms like Facebook and Twitter to spread the message. The Facebook page with a fan base of 2.2 million fans, has been sharing regular updates about the ‘Match se pehle‘ mega sale, along with the TVC. Similar updates can also be seen on their Twitter page, but not much has been designed specifically for the Twitter followers.
eBay did have cool anniversary celebrations on social media, when the brand turned eight this March. With an array of activities designed to lure consumers with ultimate discounts, contests and offers, eBay India has attempted to repeat the success of the celebration sales with its ‘Match se Pehle‘ campaign.