eBay Australia has launched a new integrated campaign via dentsu spotlighting its live shopping experience, designed to drive excitement and community-led commerce.
The campaign reinforces the idea that shopping on eBay Live is as much about participation as it is purchase. It will roll out across YouTube, TikTok and Meta.
The latest phase, powered by Livewire, launched in the lead‑up to Star Wars Day (4 May, or May the fourth), connecting eBay with gaming and fandom communities. The partnership introduces a series of eBay Live shopping events hosted by leading creators and special guests, with real-time auctions showcasing personal items and highly sought-after collectables to an engaged, digitally native audience
eBay Live Australia’s country manager, Alaister Low, said, “By partnering with trusted gaming creators, eBay Live is tapping into highly engaged communities where collectables aren’t just products, but cultural currency. It’s driving strong participation and more authentic, community‑led shopping experiences, creating real excitement around live auctions.”
Dentsu’s content and partnerships director, Flo Horwich, said the campaign highlights the power of aligning platform, talent and user behaviour:
“Gaming culture and collecting are deeply connected, with gamers passionate about fandom, rarity and ownership. They’re also fluent in live, interactive formats like streams, drops and auctions. eBay Live builds on these familiar behaviours, placing shopping at the centre while interaction enhances discovery and intent to purchase.”
“With eBay Live designed as a shopping‑first experience that reflects how these audiences already consume content, it becomes a natural next step in their online behaviour – enabling them to move seamlessly from watching and engaging to buying in real time.”
Adam Fischer, GM, APAC, Livewire said, “Gamers are a culturally fluent, highly engaged audience already accustomed to shopping and participating live. This campaign with eBay Live shows what’s possible when brands build around those behaviours—pairing trusted creators with real-time auctions to deliver a moment that feels native to gaming, because it is.”
Building on the 3 May launch, the campaign will continue with a slate of talent-led shopping events on eBay Live. Following the launch of its gamer-led, Star Wars-themed stream (featuring Walkrman, Bombastic and eBay Live seller The Hobby), the campaign will roll out a slate of talent-led shopping events in the coming weeks:
A pop culture-themed auction will take place on 28 May, hosted by Bajo and featuring Bubbell. This will be followed on 25 June by a dedicated Pokémon and MTG–themed eBay Live shopping event, hosted by Bajo and featuring leading gaming creator Lachlan Power.
As one of Australia’s most influential gaming creators, Lachlan has built a global audience through Fortnite content and live streaming, making him a natural fit for eBay Live’s interactive, community-driven shopping format.
