eBay India, one of India’s leading online marketplace in India, has turned 9 this March. The celebrations are being marked on social media with a birthday campaign called ‘Way too fab’ spanning across 9 days beginning March 12 to 20. The 9 day online celebrations include party games hosted on a dedicated microsite, where people can log in with their Facebook or Twitter accounts and play a different game every day to win eBay coupons, gifts, etc.
Unlike last time when eBay turned 8, there was everything from discounts, flash sales, to free shopping when the clock turns to eight and a screaming contest on Facebook, but no dedicated birthday celebrations microsite.
‘Way too Fab’ goes social
‘Way too Fab’ this year has added more fun into eBay India’s 9th birthday celebrations. Right now, one can play ‘Spin the bottle’ at the microsite after logging in with their Facebook account. If you are lucky, you can win spin your way to a gift from eBay. If you are not lucky in the 10 chances, you can invite your Facebook friends to earn more spins. ‘Spin the Bottle’ has been on since the last four days and daily lucky winners are being announced on the eBay India Facebook wall.
Earlier games roped in the fun element too. While on the first day, one had to impress eBay’s party bouncer, comedian Suresh Menon, with their jokes and wisecracks to get invited to the birthday bash, the second and third day involved a selfie contest on Instagram, where one needed to share selfies in their best party clothes with the hashtag #WTFSelfie. The fourth day was ‘Musical tweet’ on Twitter, one had to tweet to the music using the hashtag #WTFMusical.
The social media platforms of eBay have been actively engaging the online communities of the marketplace and encouraging them to be a part of the celebrations. The 2.6 million strong Facebook fan base along with the 29.3K Twitter followers have been enticed with visuals of the winners and the new games to be expected, throughout the days of the online party.
In addition to the fun and games, the microsite also leads to the deals of the week, enabling party people to also avail the hot deals..
Celebrations and sales
Who doesn’t like a party with fun games and loads of prizes to be won? For an online marketplace, reaching out to its online community is the only way to build engagement, and ‘Way too fab’ does it nicely for eBay India. The idea of a virtual birthday bash campaign coupled with fun online games involving most of the popular social networks like Facebook, Twitter and Instagram will help in increased visibility and social reach.
Moreover, the celebrations are opportune for eBay India to increase its follower base, especially on an emerging visual platform like Instagram. I like the selfie concept in the Instagram contest, as selfies are the new rage in India. The ‘Way Too Fab’ campaign this year is a win-win; it has managed to recreate the fun and games seen at a birthday party across social media platforms, along with bringing increased sales for the marketplace.