---
title: "Shorty Awards: Modathon Wins Auto"
url: https://stacklist.com/card/c9df0a4d-18f0-4e5b-8255-ffc2832a4821
source_url: "https://shortyawards.com/15th/modathon"
stack: https://stacklist.com/c/business/stack/e0d07076-942a-4f5a-bd51-6c69616d84fe
summary: "Shorty Awards Modathon winner eBay Motors launched a YouTube campaign featuring wild creators building a 1979 Bronco from 122 million parts to become the top marketplace for offroaders. The campaign aimed to increase brand consideration, restore equity, and position eBay as the most desirable place for the offroading community."
tags: "shorty-awards, social-media, ebay-motors, youtube, offroading, brand-awareness, video-content"
key_entities: "Shorty Awards (event), Modathon (event), eBay (organization), eBay Motors (organization), YouTube (technology), offroading (concept), 1979 Bronco (concept), America (location)"
classification: "reference"
content_hash: "sha256:5163e0134e9f55aebb83adc6257641b5178754ac372db5c79b48e6868e954eb8"
acp_version: "0.2"
token_counts_approximate: 1258
visibility: public
agent_accessible: true
status: "final"
---

# Shorty Awards: Modathon Wins Auto

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 15th Annual Shorty Awards Modathon Winner in Auto Finalist in YouTube Presence Silver Honor in YouTube Entered in Video Series Objectives eBay is the OG online marketplace for buyers and sellers, but it has faced twin headwinds recently: “FleaBay” perception of poor quality and bad experiences An influx of newer and more culturally resonant competitors We’ve been developing eBay’s highest-value product categories into distinct sub-brands, with eBay Motors leading the way.  Our mission? 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. Strategy and Execution Offroading is a major subculture of the motors community.  Enthusiasts seek experiences and personal achievement off the beaten trail, and YouTube is where they find inspiration to upgrade their rides and take on adventures.  The client challenged us to make eBay the No. 1 marketplace for offroaders, so we asked wild YouTube creators to select from the 122 million parts and accessories on eBay Motors to turn a 1979 Bronco into a mind-blowing trail beast to conquer America’s most challenging trails. This epic relay-race narrative dives deep into the collaborative process of building out the Bronco for each leg of the journey, with creators ordering eBay parts to solve challenges in real time. Offroading enthusiasts don’t want highlights, they want the full journey. We delivered: One hour of original content Three challenge episodes, a meet-up episode, and behind-the-scenes content An integrated roll-out strategy of 200-plus unique assets across YouTube, Instagram, and Facebook Results This campaign is still live, but as of December 6, the community has delivered: 35,000 new YouTube channel subscribers 5.4MM  total series views 100MM minutes watched 6:28 minute average episode watch time Though the series is wrapped, its IP will live on as the eBay Modathon Bronco changes hands among creators for more content, and appears at motors events and meet-ups across the country. Media Video for Modathon Share this entry Entrant Company / Organization Name The Many, eBay Link https://www.youtube.com/watch?v=x1HplYM8rrM Share this entry Share this Shorty Awards page  Tweet  Share  Email Share link