eBayUK Leaves Users Wondering - What's A Cubid?

Liz Morton
Liz Morton


UPDATE 3-18-22

Apparently eBay wasn't feeling the love here - eBayUK News blocked me on Twitter after this dud of a marketing campaign. ๐Ÿ˜‚

eBay UK and McCann London have cooked up a bizarre Valentine's Day themed ad campaign, complete with creepy baby cherub "Cubid" (must be Cupid's less talented at archery baby brother - this one clearly misses the mark).

eBay, Cubid From McCann London โ€“ Marketing Communication News

What is the campaign even offering? Both McCann and eBay seem to be hinting that if you share a link to your favorite watch list item "Cubid" might give you a special surprise.

Is this a give away, coupon or discount code, enter a contest to win founder Pierre Omidyar's famous broken laser pointer (or printer, for Jamie Iannone)? I guess the baby talk hasn't progressed to the point of actually explaining what the point of all this is?

If there is a giveaway, discount or other promotion in play, presumably there would be requirements for a disclaimer/disclosure as well. It's hard to say exactly what eBay's responsibility would be in that regard without a clear idea of what the offer is...but maybe that's the point? ๐Ÿคจ

Some of the responses indicate users are interpreting it that way - and some of eBay's responses certainly do too.

Um...what deets Cubid?! There is nothing on your page with deets.

Oh wait....so it is a giveaway?

I'm not an expert in UK legal requirements, but yeah eBay you might want to look into that.

Influencers and brands โ€“ legal considerations for giveaways and competitions on social media | Stephens Scown
What are the rules and regulations that brands and influencers need to be aware of when running competitions or giveaways on social media?

Side note: If I were in charge of voting for the winner of whatever this promotion is - this guy trolling with a link to Amazon would absolutely win!

Beyond the serious questions about silly things like disclaimers and regulatory requirements, I have to ask - just who is running the eBayUK account right now?

These responses are definitely cringe, including this seriously awkward attempt at brand mating....eww.

If the baby was meant to appeal to the younger generation or....any generation, it's clearly not working.

We agree:

I don't know who at McCann London is responsible for this but on the eBayUK side:

Chief Marketing Officer: Eve Williams

Head of Brand Marketing: Alex Allcott

Social & Influencer Lead: Mary Cleary

Social Marketing Manager: Jack Francis

Social & Influencer Executive: Alice Brimicombe

What were y'all thinking?!

I've often wondered if eBay has a bunch if children running the place...I guess this explains it all. ๐Ÿคฆโ€โ™€๏ธ

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Liz Morton is a seasoned ecommerce pro with 17 years of online marketplace sales experience, providing commentary, analysis & news about eBay, Etsy, Amazon, Shopify & more at Value Added Resource!