Reductionist nugget, “it” was so simple that it extended across any medium. Creative used “it” as metaphor for a desired product. Viral and guerilla media teased “it” to build momentum and share ownership with consumers. Mass media used “it” vehicles, such as the World Series, consumer pubs and highly trafficked websites. The combination of high-profile and buzz media reinforced the “it” as a desirable product linked to eBay in a culturally popular way.

Since the eBay “it” campaign launched, the number of registered users has increased by 33% in Q4 05 (vs. Q4 year ago) and Q4 total revenue increased 42% (vs. Q4 year ago). eBay has seen dramatic increases in overall awareness and consumer consideration of eBay for new items.