eBay “Santa Sneaker Drop” with Anthony Davis
Launch Film directed by Vincent Peone for ArtClass and AR/Web Experience built by Inphantry
Sneaker culture is all about the drop. From retails stores with lines around the block to mobile drops with millions vying for gear via apps like SNKRS. Drop culture is dominated by brands like Nike, Kith, and Supreme, who drive the style and produce the goods. So how could eBay, a brand who has doesn’t have stores or make products, host the biggest drop of the holidays?
The eBay Santa Sneaker Drop — an innovative new take on the sneaker drop with a holiday twist. It started with NBA All-Pro Anthony Davis trying to help Santa Claus deliver presents, but in the process, he lost 500 pairs of kicks. So eBay, known for helping sneakerheads find hard-to-find sneakers stepped in with an assist, creating an A/R-powered mobile sneaker drop sneakerheads could play from anywhere and win free kicks that fell down a virtual chimney.
The eBay Santa Sneaker Drop was a massive success across the board. There were over 2 million entries in just 72 hours. Nearly every person who entered used all 5 of their chances per day, showing sneakerheads were engaged and the experience was fun to play even after the first try.
On social, the positive outpouring was overwhelming with over 875,000 social engagements during the drop. Even those who didn't win commented on how much they loved playing the A/R game and interacting with a new style of drop. Winner of multiple Shorty Awards in 2020.
