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EcommerceBytes-NewsFlash, Number 2748 - February 27, 2012 - ISSN 1539-5065    4 of 5

eBay Tweets the Red Carpet on Night of The Oscars

By Ina Steiner
February 27, 2012

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eBay's marketers using the Twitter handle eBay Fashion were tweeting furiously on Sunday evening as movie stars walked down the red carpet to the Academy Awards show. Critiquing the actors and actresses hairstyles and fashion, the eBay social networkers on duty also reminded followers to use eBay's mobile apps when watching the show: "Watching the carpet? Make sure you download the eBay iPad app & "Watch w/eBay" so you can shop similar looks! De gorge!"

The reference was to a feature on eBay's mobile app for the iPad that enables users to shop items on eBay that are related to what they are watching on television. Users can tap the "Watch with eBay" tab on the eBay app for the iPad and type in their zip code, cable provider, channel and the television program they are watching. The application uses TV-show and event-specific keyword searches to surface relevant merchandise from more than 200 million listings available on the eBay marketplace.

eBay also used the occasion to advertise via Twitter, promoting the @eBay tweet, "Designers who make #RedCarpet stars look so gorgeous are on @eBay: Giambattista Valli http://bit.ly/wQvU57, Elie Saab http://bit.ly/wEJRbK!"

eBay had also used social networking sites to promote a Red Carpet Sweepstakes, including its eBay Facebook page.

And while Amazon.com set up a page for Oscar Central, it did not appear to be live-tweeting from the Red Carpet, though its Amazon MP3 account did tweet, "Man or Muppet just won the Oscar for Best Original Song. Congrats to @jasonsegel and Bret McKenzie: amzn.to/z3O6Ik."

About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.

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