eBay + Pharrell
How do you more deeply connect with increasingly hard-to-reach millennials in a culturally relevant and entertaining way? That’s the question the world’s leading online retailer, eBay, asked us before we embarked on creating a platform that would unite the power of music, pop culture and fashion in a unique way.
Marking the launch of Grammy Award-winning musician and entrepreneur Pharrell Williams’ eagerly-anticipated new album ‘G I R L,’ eBay partnered with this global creative and artistic force in a fashion-forward collaboration that treated fans and online shoppers to a series of unique, unexpected experiences.
Kicking off in March 2014, consumers were given the chance to pre-buy Pharrell’s new album exclusively on eBay, and shop a curated G I R L-inspired lifestyle collection featuring the artist’s must-haves of the season, inspired by his music, style and travels.
Just as the hype was building, we launched an exclusive eBay auction of THE hat Pharrell wore during the 2014 Grammy Awards. Attracting millions of impressions and bids within the first few hours, it eventually sold for a whopping $44,100 to American sandwich shop Arby’s!
Now that’s how to make a statement!