EBay Turns Comic Con Fans Into Trading Card Avatars | Advertising


Comic book fans appeared on personalized trading cards as part of an augmented reality experience by eBay earlier this week.

The online auction site, where trading cards can be bought, invited Comic Con London attendees to pose in a photo booth at the event under one of six titles – such as ‘The Slayer’ , “The Trickster” or “The Treacherous” – and create an avatar, ranging from “anime” to “retro superhero” styles.

The photo and custom design were used to produce a custom card as part of the “TCG me” experience, created by agency Dept and tech company Noonah for the convention, which ran from May 28 to October 30.

Attendees left with a card that could be carried in their lanyard throughout the event and also received a digital version that could be shared on their social media using #ebaycomiccon22.

The uniqueness of each collectible was captured in a printed serial number, reflecting when theirs was produced.

A snapchat lens was also created, while an accompanying out-of-home campaign ran at DLR Custom House station – the closest TfL stop to the Excel centre, where the convention took place.

Agency Experience 12 designed and built the eBay stand in such a way that offline and online work complement each other.

During the three-day event, 2,000 cards were produced, generating 6.1 million impressions and 216,000 shares on social media.

Eve Williams, EBay UK Marketing Director, said: “Collectibles customers form a vibrant community of enthusiasts and we have decided to bring their passion to life with ‘TCG me’.

“Comic Con celebrates so many universes and it’s been an exciting challenge to ensure our concept isn’t just engaging on the floor, but transcends digital and OOH channels.”


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