ROBBY GORDON MOTORSPORTS - "RACE THROWN HELMET"
THE CHALLENGE
Create and launch an entire campaign in less than 48 hours. Repair the eBay reputation for the Roby Gordon Motorsports brand, and ensure that a legitimate bidder would win and pay for the item. Overcome national media reporting that the Robby Gordon auction was pulled because of hoax bidding.
THE PLAN
Utilize colorful and large images of the famous helmet with specific messaging to explain why the helmet is being relisted. Secure charity letter as not enough time for formal eBay charity event through MissionFish, the eBay charity auction watch dog. Conduct 7 day a week, 24 hour bid screening and qualification.
THE RESULTS
The listing became the #1 most watched auction on the eBay site for many days. It raised over $50,000 for charity and resulted in extremely positive publicity for the Robby Gordon Motorsports company. A number of unqualified bidders were blocked from participating and running the auction price up fraudulently.
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