eBay Shops Even More Victoriously with The Winnervators

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After launching its new "Shop Victoriously" brand campaign out of BBDO/N.Y., which highlights the fun of winning on eBay, the brand has decided to up the content ante on a new website, shopvictoriously.ebay.com. The site features a new web series starring comedians Andy Richter and Paul F. Tomkins as "The Winnervators," who travel across the country in their "Winner-bago" in search of winners of all shapes and sizes and provide tips on how winners-in-the-making can get an edge on the competition. The series, conceived out of the marketing division of CAA and directed by James Brown of Smuggler, will unfold over the coming weeks. Two episodes, "Passion" and "Presentation" are currently airing, and the site also announces a contest where eBayers can win $50,000 to spend on the site.

"EBay is a game of chance, a game of strategy," says CAA's Seth Matlins. "It's a game where there are winners and there are losers." Along with BBDO's new campaign, "to brand that idea of winning in a fully dimensional way, the client asked us to dimensionalize and broaden the appeal of winning and bring it to the consumer in nontraditional ways," Matlins adds. "So it's more than an ad message. That's what this begins to do."

The site also includes a section called "Winners Street," where visitors can view the stories of real life eBay "winners" as well as a series of web films from the brand's previous "Let Them Post" effort, a push from earlier this year to encourage eBay sellers to use video listings on their auctions. The site also provides a how-to for those sellers who have yet to use video to pimp their wares.
Read more about ebay in our October Creative Marketers report.

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