The Challenge
Support the launch of eBay’s new fashion offering and its sponsorship of Capital’s Summertime Ball by engaging a young, style-conscious audience.

The Insight
This audience enjoys expressing personal style and sharing it in real time, particularly within high-energy, social environments.

The Idea
Turn attendees into the stars of their own fashion moment by inviting them to step onto an eBay catwalk and showcase their look.

Execution
An interactive eBay catwalk experience installed at Wembley during the Summertime Ball.

Visitors were invited to strike a pose and have a GIF created inside a neon-lit environment designed to reflect the energy of the event.

Selected participants were featured on the main stadium screen, amplifying visibility and encouraging further participation, with one winner receiving a shopping spree in eBay’s fashion zone.

Result
High levels of audience participation and engagement

Extended reach through on-screen amplification and shareable content

Supported awareness of eBay’s fashion offering among a younger audience