Before the spring/summer 2013 campaigns sweep us away, and the forthcoming autumn/winter 2013/14 shows creep up on us, there’s one last holiday initiative I wanted to share.
eBay recently celebrated the fact it reached one million fans on its UK Facebook page by running a competition that offered one fan the chance to win a winter wonderland-themed party.
The “1 in a Million” contest saw 1,300 entries over three days, with a mother of two called Helen (an eBay buyer and seller of course) selected as the winner. She received a pop-up celebration in her local village just before Christmas that included a horse-drawn carriage, dancers, elves and circus performers.
The video above captures the scene. As Helen said: “The whole experience was really fun and totally unexpected… When a giant elf knocked on my front door it was all a little bit surreal. We all had a great time and we’ll not forget this day.”
A great example of personal, real-world social marketing.