Brief:
To create an integrated Interactive Advertising and Marketing Campaign for
eBay.com.sg targeted at the youth

Campaign Deliverables:
Micro site, Web Banners, E.D.Ms, Viral Marketing

Strategy:
Buymyfriend.com is an eBay styled website where members can buy and sell their friends via
auctions. Members get to upload “interesting” photos of their friends, give them a nick
name and put them up for auction. And to make the experience really fun, engaging and
much more marketable, eBay.com.sg will be partnering with Facebook. Hence members get
to sell their Facebook friends and to make the transaction easier; they can just grab photos
from that friend’s Facebook photo albums without the need for uploading.

The auctioning process is made simple alike eBay’s actual auction listing process.

To integrate eBay.com.sg and buymyfriend.com, a new product category named “friends”
will be added to the current product categories already on eBay.com.sg. Once the auction is
submitted, the auction page is listed on eBay.com.sg under the friends’ category. And to bid
on the listed friend, one needs money. And money is earned when they put one of their
friends up for auction and also when they tell friends about their auction. For each friend
they invite they are given BMF(buymyfriend)$1, and for each friend who signs up on
buymyfriend.com they get BMF$2. Auctions run for 3 days upon submission.

Click the image above to enlarge. ( 6mb for details )

Animated Web Banners:
The banners are to be placed on Yahoo.sg, Hardwarezone.com and Hotmail.com. The idea
is to show that buymyfriend.com is the place to sell such friends one might have.

E.D.Ms
The 1st mailer is sent out to the friend who has been out up for auction. The 2nd mailer is
for the people invited by the seller to view/join in the auction of the friend. And the 3rd
mailer is sent out to the bidders of the auction each time someone outbids them. The reason
for the 3rd is that other then the fact that eBay does this. Its also to remind them of the site
for the 3 days the auction runs.

Facebook boxes:
As the project is integrated with Facebook, the friend who got auctioned gets a Facebook
box on their profile that shows their current selling price and will be updated upon bidding.
And once auction closes the box is set with the final selling price.

Another box is given to all members of buymyfriend.com. This box shows the friends they
have won and how much they won them for.

Viral:
QR code button. The idea for this to take online social networking to the real world. All
members of buymyfriend.com get a personal QR code that links to their page. And this code
can either be printed on t-shirts, stickers on laptops made into a button to be put on bags.
Mobile advertising aside the idea is also to let others who know about QR codes and also
other members of buymyfriend.com to interact with the carrier of the code. They can just
snap the button and will get to see if that person is a seller, or one being sold , check their
current bid price or closing price. This will also act as a social lubricant.