eBay is running an ad on television as part of a new marketing campaign that will also include print and Internet ads. Called "Do It eBay!", the TV ad is a take off on a 1948 Frank Sinatra song, "I Did It My Way."
eBay said the new marketing campaign is designed to introduce new buyers to the depth and breadth of items available and how easy it is to participate in the vibrant eBay marketplace.
Trade publication Advertising Age said the campaign, estimated as costing over $15 million, marks eBay's return to TV advertising after 2 years. "The campaign focuses not just on its auctions and collectibles, but on the site as an everyday shopping destination." The magazine's Web site allows visitors to view the commercial at http://www.adage.com/news.cms?newsId=36528.
eBay also said it will soon announce "Do It eBay" parties, "grassroots ways for you to introduce your friends and family to eBay."
