2025 was a milestone year for eBay as they launched their livestream auction platform, eBay Live, at comic cons across Europe.
The brand identified collectibles as their hero launch category, and sought to engage pop culture fans and collectors at relevant events. In the UK, eBay Live debuted at MCM Comic Con London with an interactive and attention-grabbing experience. As the first launch moment outside of the US, eBay built on US activations with a live stage and heightened engagement mechanics to entertain and educate collectors and new users of the platform.
The success of this launch led to a strategic series of Comic Con activations in London and Germany, generating targeted audience on and offline
