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eBay UK throws festive pop-up party for one of its one million Facebook fans

 

Before the spring/summer 2013 campaigns sweep us away, and the forthcoming autumn/winter 2013/14 shows creep up on us, there’s one last holiday initiative I wanted to share.

eBay recently celebrated the fact it reached one million fans on its UK Facebook page by running a competition that offered one fan the chance to win a winter wonderland-themed party.

The “1 in a Million” contest saw 1,300 entries over three days, with a mother of two called Helen (an eBay buyer and seller of course) selected as the winner. She received a pop-up celebration in her local village just before Christmas that included a horse-drawn carriage, dancers, elves and circus performers.

The video above captures the scene. As Helen said: “The whole experience was really fun and totally unexpected… When a giant elf knocked on my front door it was all a little bit surreal. We all had a great time and we’ll not forget this day.”

A great example of personal, real-world social marketing.

Rachel Arthur is the founder and editor of Fashion & Mash. By day, she’s the global senior editor of digital media and marketing at leading online fashion trade publication and trend forecaster WGSN, where she oversees coverage of the industry from a communications, branding and technology standpoint. She is a regular speaker on conference panels, an advisor on digital strategy to leading retail brands, and host for a monthly Google Hangout series with industry leaders. Her work can also be seen in The Daily Telegraph, Mashable, Dazed and The Business of Fashion. She is based between New York and London.

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