Mark Shpungin
Social Media Strategist at McCann London
London, Reino Unido
TituloDream Transfer
Agência
Campanha Dream Transfer
Anunciante eBay
Marca eBay
Data da primeira Transmissão/Publicação 2022 / 4
Sector Empresarial Leilões online
Filosofia This year, eBay UK hijacked the biggest cultural commerce event of the year; football’s January Transfer Window. Sunday League teams across the country were given the chance to sign football legends Roberto Carlos and Eni Aluko for a once-in-a-life-time match with eBay’s DREAM TRANSFER, all designed to showcase eBay’s community ethos of being the ‘people’s marketplace’. The campaign was led by creative agency McCann London alongside Communications agency Weber Shandwick and media agency MediaCom, working with media partners including Sky Sports and Joe Media and youth charity Football Beyond Borders. The fame driving campaign led to over 770 editorial features, including 20 TV placements and 64 pieces of coverage across UK national publications. The campaign also reached 72 million impressions through paid social and brand sentiment on eBay’s channels rose 50%. The campaign took the January Transfer Window, a typically exclusive, cultural moment reserved for football’s elite - and opened it up to anyone and everyone, through one-game Sunday League contracts, openly listed on eBay for just a fiver, with all proceeds going to Football Beyond Borders. As Sunday League took over the Transfer Window, two teams emerged victorious, with Aluko signing to Pevensey & Westham Ladies in Eastbourne and Carlos signing to Bull in the Barne United - a pub team in Shrewsbury. The lucky teams became the talk of the town (and beyond) when they welcomed the legends to their grounds. All the muddy drama of the games was brought together in a documentary-style film directed by Glenn Kitson. From the action on the pitch to the joy these legends brought to the locals, Glenn’s film beautifully captures the positive energy and community that surrounded each game. Both Carlos and Eni proved their legendary status on and off the pitch, undeterred by the brutal British weather. Ever wondered what a World Cup winner looks like on a waterlogged, sloped, bumpy pitch in the heart of Shropshire? Well, wonder no more…
Tipo de Mídia Integrated Media/360 Activation
Comprimento
Produtora
Chief Marketing Officer (CMO)
Head of Brand Marketing
Head of Social, Influencer & Content
Head of PR & Integrated Campaigns
Head of Marketing Operations
Head of Marketing Operations
Social Media & Content Manager
PR manager
Client Senior Account Manager
Marketing Executive
Director de publicidade
Director de publicidade
Chief Creative Officer
Chief Creative Officer
Chief Strategy Officer
Director executivo criativo
Director executivo criativo
Director criativo
Director criativo
Equipa criativa
Equipa criativa
Global Business Lead
Diretor dos Negócios
Director de contas
Senior Account Manager
Account Associate
Diretor de Estratégia
Project Manager
Head of Design
Design Director
Produtora
Head of Integrated Production
Produtor executivo
Senior Producer
Post-production Producer
AFX/Editor
3D Artist
Implementation Director
Implementation Manager
Director de contas
Senior Print Producer
Senior Photography Executive
Retocador digital
Retocador digital
Artworker
Artworker
Agência de Mídia
Head of Media Creativity
Media Business Director
Media Account Director
Director de media
Production Account Director
Produtor
PR Agency
PR Director
PR Account Director
PR Senior Manager
PR manager
PR Associate
PR Junior Associate
Talent Business Director
Talent
Talent Senior Account Director
Talent Senior Account Manager
Social Agency ThatLot
Social Account Director
Social Media Strategist
Social Account Manager
Social Creative
Produtora
Photographer/Director
Produtor executivo
Produtor
Produtor
Production Assistant
Director de fotografia
Realizador
Produtor executivo
Produtor
Production Manager
Production Assistant
Production Assistant
Assistant Director
Director de fotografia
Som
Editor
Editor
Produção musical
Grading/Online
Onsite Agency
Media Partners
Actor/celebridade
Actor/celebridade
Client Partner

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