Comments on: eBay’s Holiday Contest SNAFU a lesson for all eMarketers http://www.hardknoxlife.com/2008/12/22/ebays-holiday-contest-snafu-a-lesson-for-all-emarketers/ A Brand Management blog by Dave Knox @daveknox Fri, 19 Mar 2010 03:22:32 -0400 http://wordpress.org/?v=2.8.4 hourly 1 By: Darren Herman http://www.hardknoxlife.com/2008/12/22/ebays-holiday-contest-snafu-a-lesson-for-all-emarketers/comment-page-1/#comment-487 Darren Herman Mon, 29 Dec 2008 14:17:31 +0000 http://hardknoxlife.wordpress.com/?p=1047#comment-487 I read about this snafu and have to say that it's almost impossible to stop gaming of sweepstakes. Studying all of the past sweepstakes always helps, but since the newest and "sweepstakes first" area always fun, it's hard to study the past. I read about this snafu and have to say that it’s almost impossible to stop gaming of sweepstakes. Studying all of the past sweepstakes always helps, but since the newest and “sweepstakes first” area always fun, it’s hard to study the past.

]]> By: James Mackinlay http://www.hardknoxlife.com/2008/12/22/ebays-holiday-contest-snafu-a-lesson-for-all-emarketers/comment-page-1/#comment-486 James Mackinlay Wed, 24 Dec 2008 01:32:51 +0000 http://hardknoxlife.wordpress.com/?p=1047#comment-486 Another great way to promote any product or servive is submitting articles its very common these days for bloggers to use articles from article directorys to ad content to their blogs. With a little effort and time its easy to get your webpages and your blog on some top ten search enine rankings using this method. Another great way to promote any product or servive is submitting articles its very common these days for bloggers to use articles from article directorys to ad content to their blogs. With a little effort and time its easy to get your webpages and your blog on some top ten search enine rankings using this method.

]]> By: Robby Wells http://www.hardknoxlife.com/2008/12/22/ebays-holiday-contest-snafu-a-lesson-for-all-emarketers/comment-page-1/#comment-485 Robby Wells Tue, 23 Dec 2008 16:40:13 +0000 http://hardknoxlife.wordpress.com/?p=1047#comment-485 In this case, I think this publicity will unfortunately make 'Joe the Ebayer' suspect of any promotion that is even remotely similar, meaning if feels easily manipulated. This contest itself was a big buzz driver in the ebay community, so duplicating that buzz with a similar style promotion will surely force ebay to regain the confidence of those they were targeting with the promotion. Call it - damage control and subsequent prevention. I say 2 years. We won't see anything similar for 2 years. In this case, I think this publicity will unfortunately make ‘Joe the Ebayer’ suspect of any promotion that is even remotely similar, meaning if feels easily manipulated. This contest itself was a big buzz driver in the ebay community, so duplicating that buzz with a similar style promotion will surely force ebay to regain the confidence of those they were targeting with the promotion. Call it – damage control and subsequent prevention. I say 2 years. We won’t see anything similar for 2 years.

]]> By: Andrea Hill http://www.hardknoxlife.com/2008/12/22/ebays-holiday-contest-snafu-a-lesson-for-all-emarketers/comment-page-1/#comment-484 Andrea Hill Mon, 22 Dec 2008 18:53:37 +0000 http://hardknoxlife.wordpress.com/?p=1047#comment-484 Reminds me of the VSPink "Nominate your school" contest, which got gamed by MIT students. I'm torn: is any publicity good publicity? http://bit.ly/mitvspink Reminds me of the VSPink “Nominate your school” contest, which got gamed by MIT students.

I’m torn: is any publicity good publicity?

http://bit.ly/mitvspink

]]> By: Robby Wells http://www.hardknoxlife.com/2008/12/22/ebays-holiday-contest-snafu-a-lesson-for-all-emarketers/comment-page-1/#comment-483 Robby Wells Mon, 22 Dec 2008 17:31:45 +0000 http://hardknoxlife.wordpress.com/?p=1047#comment-483 I would add an additonal tip: 6. Maintain and leverage an understanding of the way all users interact with your site, and specifically, the ways that your site can be manipulated by outside technology. This latest issue could perhaps be a classic example of two departments not communicating effectively. ebay has a history of policing third party software that engages the site, so I would imagine there is a whole department of people that could have told the marketing/promo folks that this would have happened. Personally, I learn all my lessons the hard way, so it is nice to see it happens to the big guys too :-) I would add an additonal tip:

6. Maintain and leverage an understanding of the way all users interact with your site, and specifically, the ways that your site can be manipulated by outside technology.

This latest issue could perhaps be a classic example of two departments not communicating effectively. ebay has a history of policing third party software that engages the site, so I would imagine there is a whole department of people that could have told the marketing/promo folks that this would have happened.

Personally, I learn all my lessons the hard way, so it is nice to see it happens to the big guys too :-)

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