More Bourdain, Anyone?
eBay Strategy Boosts Sales for Pittsburgh Arts & Lectures

Pittsburgh Arts & Lectures had a 'good' problem with the last lecture of their series. The evening for bad-boy celebrity chef and author, Anthony Bourdain was sold-out! Jayne Adair, executive director of Pittsburgh Arts & Lectures, decided to add a few seats: the historic opera boxes in the Carnegie Music Hall. With only two weeks left in the season, the first box was sold quickly to a private citizen. But, how to sell the second...before opening night!

The Droz Team developed a strategy that made history: an eBay auction for "The Ultimate Anthony Bourdain Experience," consisting of seating for six people in the box, a private wine and cheese reception, a meeting with Bourdain, and signed copies of his book. How about a little eBay with your Bourdain?

By utilizing traditional PR and news sources and simultaneously implementing a viral marketing plan, including infiltrating the foodie blogger scene, the eBay auction was soon flooded with interest, and a heated bidding war ensued.

When the auction ended and the smoke cleared, the winning bid of almost $2,300 carried the day. The amount was well beyond expectations. Because of the success of the auction, Droz was able to get a second round of publicity, resulting in the client being splashed across the front page of the largest local paper, with a full color photo.

By using eBay, traditional PR, Web marketing, and opportunity, Droz was able to leverage a sold-out show into a platter of success for their client. And, it's one of those dishes that feeds you for a while. After Bourdain left his season-ending lecture, the phone rang in Adair's office. Someone wanted to go ahead and buy the opera box for a lecture next season. For $2,300. Sounds delicious!