News You Can Use

To kick start its holiday marketing, eBay is putting on the “world’s first shoppable pantomime” where audience members can browse and purchase gifts via tablet while they watch the branded production of “Cinderella–an Inspirational Fair-Retail.” Set at Charing Cross Theatre in London, guests are given tablets before the show and prompted to enter their email address and wish-list items by the Fairy Godmother at various stages in the performance. With the support of the brand’s first TV sponsorship deal–and all proceeds from the pantomime going to the Laura Crane Youth Cancer Trust–eBay hopes this experiential event will cement the brand as a go-to source for holiday shopping. While the interactive show has yet to go on, it promises to be a successful example of how brands can not only connect with shoppers, but incentivise them to purchase this holiday season. To learn more, click here.