eBay “Santa Sneaker Drop” with Anthony Davis
Hero pieces directed by Vincent Peone for ArtClass, with an immersive AR/Web experience crafted by Inphantry, the eBay Santa Sneaker Drop redefined holiday marketing by seamlessly merging sneaker culture with cutting-edge technology. Sneakerheads are no strangers to the high-stakes world of drop culture, where brands like Nike, Kith, and Supreme dominate with exclusive, limited-edition releases. But how could eBay—a platform with no physical stores or product lines—steal the spotlight and host the most talked-about drop of the holiday season?
Enter the Santa Sneaker Drop, an innovative and playful twist on the traditional sneaker drop. The campaign kicked off with a cinematic launch film featuring NBA All-Star Anthony Davis teaming up with Santa Claus to save Christmas. The narrative was as creative as it was engaging: Santa, tasked with delivering presents, accidentally loses 500 pairs of coveted sneakers. That’s where eBay stepped in, leveraging its reputation as the ultimate destination for finding rare and hard-to-find kicks.
At the heart of the campaign was a groundbreaking AR-powered mobile experience. Users could participate in the Drop from anywhere, interacting with a virtual chimney to catch sneakers as they tumbled down in real-time. Not only did players have the chance to win free kicks, but the campaign also showcased eBay’s ability to innovate within the ever-evolving sneaker culture.
Blending humor, technology, and cultural relevance, the Santa Sneaker Drop captured the imagination of sneakerheads and holiday shoppers alike, solidifying eBay's position as a brand that understands and celebrates the passions of its audience.
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.
