eBay UK is tapping into its headline sponsorship of ITV2’s Love Island with a new marketing campaign, designed to accommodate people watching show while also shopping, under the strapline “Packed full of pre-loved”.
While the show, now in its tenth series is more renowned for what contestants are not wearing, rather than their flowing outfits, the activity features a dual-screen display devised with an expectation that viewers will be watching creator content on TikTok alongside the show itself.
Created by DEPT, EssenceMediacom and ITV, the push is packed with social media influencers, including the likes of Sarel Madzebra, Jordan Hammes, Dino Bonačić and Lina Mar. Activity includes eBay branded ads and idents running the across ITV2, ITVX, social, digital and the Love Island App.
Ads and social media posts will show ex-Islanders styled in eBay’s pre-loved looks, while viewers will see product placement throughout the course of the series, including the return of the contestant’s pre-loved ‘swap and share’ wardrobe.
eBay brand director Alex Allcott said: “We hope to continue to lead the charge in driving consumers to shop more consciously and get their hands on pre-loved gems inspired by the villa, as they watch the drama from the show unfold.”
ITV director of digital and creative partnerships Bhavit Chandrani added: “This year marks eBay’s evolution to headline sponsor, and as we continue to build on the partnership it’s great to see the pre-loved fashion feature within the villa and the sponsorship idents, for series 10.”
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