To amplify awareness of eBay Motors' offerings, I spearheaded a concept that broke the mold on all previous approaches: A media event. 
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Adopting the language of car brands (and using my background as a journalist), my team developed two media events for top publications to prove the importance of winter tires, and the right overlanding P&As. 
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Executing in winter and summer, these media events were curated to earned media who would communicate eBay messaging directly to consumers. 
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We garnered coverage in Forbes, MSN, Yahoo, Gear Junkie, Popular Science, and a dozen other automotive and lifestyle outlets.