#CMweekly: eBay Give-A-Toy Store

Company: eBay
Cause: Youth
Partners: Toys for Tots
Website: http://www.eBay.com/giveatoystore

Program of Action
Ebay launched their first Give -A-Toy Store campaign in New York and San Francisco benefitting Toys for Tots this holiday season. The Give-A-Toy Store campaign is an interactive toy store displaying popular toys such as teddy bears and trains that let consumers virtually window-shop for good.

Each toy represents a donation amount ranging from $2-$25. Shoppers can download the eBay mobile app to scan QR (Quick Response) codes on the toys’ virtual price tags, which triggers them to animate and “come to life.” If shoppers cannot install the eBay mobile app, they can visit http://www.eBay.com/giveatoystore to experience the Give-A-Toy Store campaign and make donations that will buy a toy for a child in need.

Best Practices
The creative campaign attracts online and offline attention by installing a virtual toy store on the streets of New York and San Francisco. The virtual toy store provides instant interaction from consumers walking along the sidewalk and encourages children, families, and others to make donations. Also, the online aspect is more than just a “like” on Facebook, eBay integrates fun and games by donating $1 (up to $50,000) for each toy that is personalized and built on their Facebook page.

In addition, constant incentives are being tossed in a fun way. After building a toy, consumers can enter eBay’s sweepstakes that offers consumers the chance to win a $1,000 shopping spree on eBay. The fun Give-A-Toy Store allures consumers to return in the future by adding the eBay mobile app and liking their Facebook page.

Lastly, eBay stayed true to Toys for Tots mission and ties the theme of the campaign to the organization’s values – to provide toys for children in need that may not otherwise receive. Overall, shoppers have fun feeling good through the campaign, knowing they helped made an impact in a needy child’s life.

Program Outcome
Ebay does not mention an amount goal they wish to reach this holiday season, however in addition to consumer donations, eBay will donate up to $50,000 when shoppers customize a toy on their Facebook page. Help eBay bring Christmas to these children and visit http://www.eBay.com/giveatoystore and offer them a positive memory they will cherish for a lifetime.

Your CM Aficionados,
Amy and Kassie

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