The Brief:

As one of the world’s leading online marketplaces, eBay continues to evolve how audiences discover and buy unique products. Sit to launch eBay Live in Australia, the goal was to introduce Aussie audiences to live commerce in a way that felt exciting, authentic, and unmistakably local.

eBay Australia sought a high-profile figure who could command attention, engage fans in real time, and showcase the platform’s ability to merge entertainment with commerce through a live, interactive experience.

Using acta for the first time was a great experience. It made it easy to connect with a high quality client and bring together a really exciting campaign. - Adam Finch (Business Manager, Buddy Promotions)

The Collaboration:

Using acta, eBay Australia coordinated the appearance of AFL icon Lance “Buddy” Franklin, one of the most recognisable and celebrated players in the sport’s history, for the Australian launch of eBay Live.

Communications, scheduling, and appearance logistics were managed through a single platform, with acta connecting the eBay team directly to Buddy’s representatives. This ensured clarity across all parties and enabled the live stream to come together efficiently, supporting seamless collaboration across marketing, talent, and production teams.

The Outcome:

During the live stream, Franklin auctioned rare AFL trading cards tied to key moments from his career, including a 2005 Select AFL Dynasty Draft Pick signature card and a pristine graded rookie card from the 2006 Select Champions series.

Starting bids at just one cent created instant excitement, with Buddy’s live commentary and chat interaction adding storytelling and personality, giving fans a front row seat to a new way of shopping that blended auctions, community, and real time engagement.

The appearance generated strong audience interaction, heightened interest in limited edition collectables, and set the tone for future celebrity and seller led streams, positioning eBay Live as an exciting new destination for interactive commerce in Australia.

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