Our task: position and promote eBay Live like primetime, can’t-miss appointment viewing.

Our approach: get football legend Rob Gronkowski to become an eBay Live pro, geeking out on categories he loves, and some he knows jacks*** about. 

We made a creative wrapper and applied a Vice-inspired, docu-style content approach that would add more authenticity and humor to the build up before Live. 

The results: hilarious.

Gronk’s participation created a strong amplification moment generating 832MM earned impressions across 36 total placements and 489.2K social impressions helping drive broader visibility for the program.