eBay's TCG ME Campaign Transforms Comic Con, Engaging Collectors and Redefining Collectibles
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eBay aimed to engage collectors and position itself as the go-to platform for unique collectible cards at MCM Comic Con, where traditional trading cards were based on existing characters.
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DEPT® and eBay introduced the "TCG ME" concept, bridging the physical and digital worlds. At Comic Con, attendees could customize their own trading cards with personalized details. The cards were printed, and participants also received a digital version for social sharing. Snapchat AR lenses extended the engagement to those not attending, and an out-of-home campaign attracted visitors to the eBay stand.
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Senior Lead Designer, Art Director
Card Design
Interactive Experience
OOH
Impact
15,000 on-stand users at MCM Comic Con, indicating high participation and engagement.
17 million total impressions on Snapchat, extending the reach of the campaign.
6.1 million impressions via the Snapchat lens, showing the popularity of the digital trading card creation.
More than 216,000 shares on social media (3.54% share rate), demonstrating the viral nature of the campaign.
An average camera playtime of just over 23 seconds, indicating that users were actively engaged with the AR experience.
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Freedom Award - Outstanding Collaboration
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Jordan O’Connor
Keo Match
Jonathan Di-doi
Simone Vulcano
Amy Sergent