The campaign is part of an agreement with SportsLine.com Inc a leading global Internet sports media company and publisher of CBS SportsLine.com under which uBid, the No. 2 online auction site also becomes CBS SportsLine.com’s auction partner. Terms of the deal were not disclosed.
This relationship is part of an aggressive plan to increase uBid’s brand awareness and bring more buyers and sellers to the site, said Alan Cohen, senior vice president of marketing at uBid. The deal with SportsLine.com is significant for uBid in that it provides us with unique access to SportsLine.com’s sizable and targeted audience, affluent males ages 18-54, which is the exact demographic of uBid’s captive audience. The real deal clincher is that CBS SportsLine.com users can bid on uBid auction listings without leaving CBS SportsLine.com.
The 30 spot, entitled One-on-One, was created by Bagby and Company, a fully integrated marketing communications firm located in Chicago, Illinois.
One-on-One draws a parallel between the excitement of bidding online at uBid and the passion and drama of competitive sports, said Steven Bagby of Bagby and Company. The spot is fun, charming and stays focused on defining uBid as the online auction marketplace that offers consumers brand name merchandise at greatly reduced prices.
The television spot will air throughout the fall during telecasts of the U.S. Open Tennis Championships, college football and the National Football League on the CBS Television Network.
Our deal with uBid is a winner on many levels, said Andrew Sturner, president, corporate and business development for SportsLine.com, Inc. Through this new relationship, SportsLine.com has monetized its assets while providing our users with superior auction functionality powered by uBid. We were able to create an integrated cross-platform sponsorship opportunity for uBid giving them access to our large, targeted online audience while leveraging our partnership with CBS to launch uBid’s first national television campaign.
uBid auctions were made available on CBS SportsLine.com earlier this month.
