Our solution to the brief? A print ad with nothing more than an eBay number. That’s right — we put our lovely 2005 Webby Award statuette up for auction to the highest bidder. “Divorce forces sale.” We also had links to other Wunderman items for sale—an InstaGrow Wunderman creative team, a highly potent “creativity serum,” and lunch with the creative team. This presented a fun way to introduce ourselves to others in the industry, albeit in a fun, creative manner.

The results were very easy to measure. Conveniently enough, eBay keeps track of how many visitors view your page. Considering there were approximately 200 attendees at the show, we figured we were very fortunate if 25 percent actually saw our ad and took the time to go online to see what the ebBay number was all about. Rather than the 50 or so visitors we hoped for, we had 583. Evidently something very interesting happened.

Not only did our intended audience engage with the ad, so did others through word of mouth. All the way to Adweek blog.