EBAY – ENTER THE LEVEL UP CHALLENGE
eBay is the world’s largest online marketplace, with millions of shoppers visiting everyday. The brand’s ongoing challenge is how to entice users to list and sell items, too, which is a much more involved process than buying. Our assignment was to develop a promotion that would help achieve this goal.
Our client knew that incentivizing user behavior was the key to success. So we architected and designed the Level Up Challenge, a rewards program devised by eBay that utilized gamification principles to encourage users to complete tasks in order to earn points and “level up” for a chance to win bigger and better prizes.
HOW IT WORKED
Once registered, users could complete daily and weekly challenges like answering trivia questions, watching videos, referring friends, as well as listing and selling items – activities that awarded users with the most points overall.
Each week during the promotion, we featured a new set of prizes at each level. This encouraged users to continually check back and strive to reach higher levels for a chance to claim more valuable and desirable items, including ebay.com gift cards, popular electronics, tablets, and gaming consoles.
The eBay community accepted the challenge, with nearly 400,000 users participating in this first-of-its-kind program. In total, over 4 million actions were completed throughout the promotion, earning points for, and rewarding this highly engaged audience of eBay consumers – and sellers.