With Amazon Prime Day hours away, eBay launched a campaign to cast doubt in shoppers' minds about just how good those Prime Day deals may be, urging them to check eBay.
No one enjoys learning they paid more than they had to, and the ads feature people experiencing the unpleasant sensation they might have overpaid for what they thought was a "prime" deal.
In a blog post today, eBay wrote:
"eBay is asking consumers to think again before they buy something without first looking on eBay as we debut the next phase of our new brand platform, "Fill Your Cart with Color," in North America. Starting today, you'll see eBay on TV in a new series of ads, challenging people who thought they got a prime deal on their recent purchase with a simple question: "Did you check eBay?""
In one ad, a little boy's smile turns to tears when a woman interviewing him with a microphone in her hand asks him if checked eBay and expresses disbelief when he says no.
eBay's Colorful Cart campaign is a clear case of number two going after number one, with eBay acknowledging the popularity of shopping on Amazon with references to "beige boxes."
eBay is also acknowledging Prime Day on its home page slider with the message, "Their Prime Deal Is Our Everyday Deal" - though it doesn't mention Amazon by name. That could backfire if it reminds shoppers on eBay to head over to Amazon to check its Prime Day deals.
(We noticed Amazon is including a shopping cart with a rainbow in its Prime Day messaging and aren't sure if it's in any way meant as a response to eBay's Fill Your Cart with Color campaign.)
Amazon has something eBay doesn't have: a home assistant that can facilitate voice-command shopping. Amazon is running Prime Day deals on its hardware including the Alexa-powered Echo and Dot devices, so eBay turned to what just a few years ago would be an unlikely partner: Google. Shoppers can pick up a Google Home & Chromecast Video Bundle on eBay for $99.99. (Walmart is offering a Google Home for $99 and a Chromecast for $25 today.)
eBay's Hal Lawton shared the three new video ads on Facebook and where it's running them, publishing the following post Sunday evening (notice the reference to a "prime" deal on eBay):
So much going on...
Yesterday: We extended our brand campaign to 1800 national theaters, including movies like Spider Man, Despicable Me 3, Wonder Woman, and War for the Planet of Apes.
Tomorrow: We launch our next phase of creative on tv and radio as well as digital and social -- DID YOU CHECK EBAY? Check out 3 of the spots.
Today: Shop a prime deal on a Google Home & Chromecast bundle. It is the guaranteed best deal for $99.99 (+ free shipping)...only on ebay!
The idea of reminding shoppers who may be fired up by Amazon Prime Day to check eBay for better deals seems like a positive for eBay sellers. Though it's painting itself into a corner with its focus on low prices.
As you observe ecommerce marketing initiatives over Prime Day shopping days, let us know what you see and what you think of them.