---
title: "16th Shorty Awards: Between 2 Rides Wins YouTube"
url: https://stacklist.com/card/45c6d324-dc18-40be-82e2-846216fb51a6
source_url: "https://shortyawards.com/16th/between-2-rides"
stack: https://stacklist.com/c/business/stack/fa6d8bca-357c-476c-9ff5-cf91f01ffc2e
summary: "eBay's \"Between 2 Rides\" YouTube series won the 16th Annual Shorty Awards in the YouTube Gold and Branded Series categories, showcasing custom stock car transformations to restore brand equity and appeal to motor enthusiasts. The campaign addressed eBay's perception challenges by leveraging YouTube as the top platform for automotive inspiration and credibility-driven purchasing decisions."
tags: "shorty-awards, youtube, automotive, branded-content, ebay, social-media, video-series"
key_entities: "Shorty Awards (event), eBay (organization), YouTube (technology), Between 2 Rides (concept), automotive-enthusiasts (concept), Amazon (organization), O'Reilly's (organization)"
classification: "reference"
content_hash: "sha256:a782ede3e62290138ac053d24909dbf81ff5051252b131c11b7539afc3515188"
acp_version: "0.2"
token_counts_approximate: 2155
visibility: public
agent_accessible: true
status: "final"
---

# 16th Shorty Awards: Between 2 Rides Wins YouTube

THE 14TH ANNUAL SHORTY AWARDS The Shorty Awards honor the best of social media and digital. View this season's finalists! Campaign Brand Awareness Campaign Foreign Language Campaign Global Campaign Integrated Campaign Launch Campaign Local Campaign Multi-Platform Campaign Multicultural Campaign Rebrand Campaign Social Good Campaign Content and Media Blog & Micro-blog Brand Voice Branded Content Branded Series Contest or Promotion Copywriting Email & Newsletter Episodic Meme, GIF, & Emojis Micro-Site Single Post or Activation Use of Viral Content User-Generated Content Creator & Influencer Partnerships Instagram Partnership Multi-Platform Partnership Other Platform Partnership TikTok Partnership YouTube Partnership Design Animation Art Direction Audio & Music Brand Identity Brand Redesign Generative AI Graphic Art Images Website/App Industry Auto Business to Business Consumer Brand Education Entertainment Fashion & Beauty Financial Services Fitness, Health, & Wellness Food & Beverage Gaming Government & Politics Hospitality Insurance Live Events News & Media Non-Profit Pets & Animals Pharma & Healthcare Real Estate Restaurants Retail & E-Commerce Social Activism Sports Technology Television Travel & Tourism Wine, Beer & Spirits Overall Presence Meta Presence Multi-Platform Presence Other Platform Presence TikTok Presence YouTube Presence Platforms & Technology Artificial Intelligence Extended Reality Immersive Instagram Interactive Content Other Platform TikTok YouTube Podcast Art & Culture Podcast Branded Podcast Business Podcast Health & Wellness Podcast Lifestyle & Entertainment Podcast News & Politics Podcast Other Podcast Genres Podcast Mini Series Sports Podcast Technology and Education Podcast True Crime & Documentary Podcast Strategy & Engagement Brand Partnership Call to Action Community Engagement Creative Use of Technology CTV/OTT Data & Insights Earned Media Event & Experiential Gamification GEO (Generative Engine Optimization) Humor Innovative Media Buying Strategy Integration with Traditional Media Internal Communications Micro-Influencer Strategy Music & Dance On a Shoestring Organic Promotion Paid & Amplification Physical and Digital Convergence Public Service Announcement Real Time Response SEO & SEM Social Commerce Storytelling Video Comedy Video Documentary Featurette or Behind The Scenes Video Instructional Video Live Video Long Form Video Medium-Length Video Music Video Product Feature Video Short Form Video Vertical Video Video Ad Video Series Menu Register Login From the 16th Annual Shorty Awards May the Right Parts Win: eBay Presents “Between 2 Rides” Winner in YouTube Gold Honor in Auto Silver Honor in Branded Series Objectives eBay is the OG online marketplace for buyers and sellers, but has faced twin headwinds in recent years: “FleaBay” perception of poor quality and bad experiences An influx of newer and more culturally resonant competitors Our mission is to use the power of social media to increase upper-funnel consideration, restore brand equity, and become the most desirable place to buy, sell, and join communities around shared passions. Through MRI research, focus group interviews, and social platform data: we found that YouTube is the top platform for motors enthusiasts seeking inspiration, with brand credibility being the deciding factor in driving purchases.  To avoid the pitfalls of our main competitors (Amazon, O'Reilly's, AutoZone) with an "advertise-y" presence on Youtube, we recognized a 30s sponsored shoutout or '60s film' wouldn't be enough to shift the perception of eBay from an e-commerce choice to the defacto category leader.  So, we launched “Between 2 Rides,” an anything-goes 5-episode series proving what a stock car can transform into when passion, skill, and creativity meet eBay’s vast inventory of over 122 million parts. Strategy and Execution On an ever-evolving platform like Youtube, we knew using the playbook that worked for us in 2022’s inaugural season of Between 2 Rides wouldn’t be enough to breakthrough with auto enthusiasts looking for inspiration on the platform.   To effectively raise the stakes with our most devout superfans from Season 1, as well as breakthrough the category with automotive enthusiasts, we upleveled every facet of Between 2 Rides Season 2. From partnering with 7 of the most influential builders and creators on YouTube, to purposely designing each episode to maximize viewer retention of eBay storytelling, every episode pitted stock rides against their modded counterparts to highlight the undeniable difference the right parts, that fit, can have on a build.  Every episode culminates in never-before-seen challenge such as drifting America's Fastest Drive-Thru or evading dive-bombing drones in a game of off-road tag.  Woven within the 60+ mins of branded entertainment,  we championed the priority parts & auto communities fueling  eBay’s 2023 goals.  Our integrated roll-out strategy of 200+ unique assets across social ensured our latest episode was must watch:  Five 8-12 minute longform episodes, a series trailer, and a 15 minute behind the scenes supercut Bespoke Youtube mastheads, creator-made Youtube integrations within their channel, and behind-the-scenes Youtube Shorts for every episode’s release Instagram Reels, Stories, Shoppable Carousels, Collabs driving fans to watch & giving fans the opportunity to ‘shop the build’ seen in the latest episode  Pre-planned & real-time TikTok content highlighting our star-studded creator cast - the first ever auto content on @ebay Everything driving fans to watch the latest episode of Between 2 Rides. Results Our efforts resulted in a breakthrough performance for eBay, reintroducing ourselves to the automotive community with a series that captivated attention and won reappraisal to the tune of: Skyrocketing eBay from the 6th to #1 most subscribed auto parts and accessories channel on Youtube 22.9 Million total views across our series content 222K New Youtube channel subscribers More Than 1 Million Total Hours Watched  Average episode watch time of 4 minutes, 49 seconds 4.6pt lift in Brand Awareness among auto enthusiasts  Season 2 of Between 2 Rides not only surpassed every goal it set out to achieve, it firmly established eBay as the go-to destination for automotive inspiration.   Media Video for May the Right Parts Win: eBay Presents “Between 2 Rides” Share this entry Entrant Company / Organization Name The Many, eBay Link http://between2rides.caseforawards.com/ Entry Credits AJ Rivvers Group Creative Director at The Many Jules Fox Associate Creative Director at The Many Max Hendren Associate Creative Director at The Many Martín van der Valk Art Director at The Many Martín van der Valk Motion Designer at The Many Megan Smith Production Designer at The Many Rachael Royer Jr. Art Director at The Many Bryan Wong Jr. Copywriter at The Many Hayley Gubala Sr. Project Manager at The Many Rediate Tekeste Group Brand Director at The Many Alli Adamonis Sr. Brand Director at The Many Andy Craig Group Strategy Director at The Many Alex Boothe Associate Director of Social Strategy at The Many Colette Ussery Social Strategist at The Many Lucy Campos Business Affairs at The Many Trevor Paperny Director at The Many Studios Kaila Mulcahy Agency Producer at The Many Studios Trevor Paperny Executive Producer at The Many Studios Caryle Burke Line Producer at The Many Studios Callie Cleaves Production Manager at The Many Studios Emma Stehli Production Coordinator at The Many Studios Ian Rigby Director of Photography at The Many Studios Kaila Mulcahy Post Producer at The Many Studios Rob Fernette Editor at The Many Studios Mike Bertin Editor at The Many Studios JP Damboragian Editor at The Many Studios Eduardo Wienskoski Assistant Editor at The Many Studios Evan Houston Assistant Editor at The Many Studios Loren White Color at The Many Studios Mike Regan Sound at The Many Studios Jerry Spivack VFX Supervisor at Unleashed Johnathan Melehan Client Team at eBay Stephen O’Connor Client Team at eBay Jen Haley Client Team at eBay David Lee Client Team at eBay David Dsouza Client Team at eBay Agency at The Many Client at eBay Production Company at The Many Studios Unleashed at VFX/Clean Up Share this entry Share this Shorty Awards page  Tweet  Share  Email Share link