Modathon

Social / Online / Print / Experiential

Challenge: Off-roading enthusiasts saw eBay Motors as a transactional marketplace, not a trusted source for serious builds. The goal was to increase brand consideration by proving authentic immersion in the off-road community.

Solution: Created Modathon, an award-winning long-form YouTube series challenging three builders to transform a stock truck into a trail-ready beast – testing it across extreme terrain and culminating in a live off-road meetup. The format showcased real builds, real stakes, and real community.

Results: Repositioned eBay Motors as a credible, trusted partner for off-road builds – not just a place to buy parts. 5M+ YouTube views, significant subscriber growth, and strong lifts in engagement, watch time, and brand consideration among off-roading enthusiasts.

Directed by Trevor Paperny