Ebay: Social crime shopping

Online marketplace eBay used a social media influencer campaign around a TV show to grow website visits in Germany.

Campaign details

Advertiser: eBayBrand: eBayAgency: achtung! GmbHCountry: Germany

Task

"Tatort": a German institution.

On Sundays at 8:15 p.m. up to ten million people sit in front of the television to watch Germany's most successful crime series. Many of them do this simultaneously on a second screen. Hardly any other TV series attracts more attention on Twitter. Hundreds of thousands of people tweet or enjoy the cheeky #Tatort comments. Relevance and topicality for millions!

Challenge

But how can an online marketplace like eBay exploit this Sunday hype and, at the same time, show how...

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