CEO Devin Wenig is fond of calling eBay a technology company, and he's riding on Apple's tailcoats with a new marketing campaign.
On Sunday, he said eBay would be marketing through the use of billboards and outdoor placements in 31 US cities. eBay's Hal Lawton then tweeted a photo of eBay's billboard advertisement.
The ads show some reasons for loving eBay, with the words "For the love of" followed by a list of features. The billboard ad includes: last minute; on-time delivery; fast shipping; getting it quick; peace of mind.
Another photo of an eBay sidewalk advertisement shows the words "For the love of" followed by: cinch back; button-fly; triple-stitched; unbleached; carpenter; selvedge; high-rise; boyfriend; denim; skinny; rigid; raw; stretch; distressed; low-rise; acid-washed; and monster.
Both ads have a small eBay logo in the lower left corner - but rather than its standard four colors, the logo is monochrome (it appears to be light blue).
Wenig also said eBay Motors was prominent at the Daytona 500 on Sunday.
Other tech companies advertise in cities - Facebook is running a campaign advertising Facebook Live. And Apple has found great success in marketing its devices through city signs and billboards - its iPod ads were ubiquitous in major cities back in the day, including sidewalk signage and in subways.
What do you think of eBay's "For the love of" campaign, and will it get shoppers interested in the marketplace? Will it prompt urban dwellers to pull out their mobile devices and start shopping?
What message does this campaign say to you?