eBay Partners with Fandom to Dominate UK Trading Card Market
Campaign Overview
In the summer of 2022, eBay turned to Fandom to maximize the impact of their trading card activation at London ComicCon and position itself as the ultimate destination for trading card collectors.
Fandom’s entertainment-loving audience is 88% more likely than the average consumer to collect trading cards, making them a perfect match for this campaign. To reach ComicCon attendees as well as trading card collectors beyond, Fandom generated hype around some of the most unique cards sold on eBay via a wide-ranging custom content program about the Rarest Cards Ever Sold on eBay.
The campaign’s 360 approach included:
- Social coverage and content around highly-valuable cards, featured across Fandom’s and influencers’ channels.
- Custom Video Content Series focused on the Rarest Cards ever sold on eBay, including a first of its kind Interactive Video, featured across fandom.com, Twitter, Instagram & Facebook.
- A series of livestreams on Twitch, featuring influential collectors of Pokemon and Yu-Gi-Oh cards.
- A “Dream Collections” Branded Destination on Fandom, which was promoted via native placements across Fandom.
- Supporting High-Impact Media targeted at a custom Trading Card Gamer audience segment.
Campaign Objectives
- Reach trading card collectors.
- Drive awareness and generate buzz around the rare trading cards sold on eBay.
- Create ongoing interactions with fans to build brand affinity and loyalty.
Success Metrics
MM
Total Impressions
(Across Content, Social & Media)
MM
Video Views
Delivered across Fandom.com & social
MM
Users Reached
On social media alone
About Our Partner
eBay creates pathways to connect millions of sellers and buyers in more than 190 markets worldwide. Their technology empowers their customers, providing everyone the opportunity to grow and thrive — no matter who they are or where they are in the world.
