Check it Out: Why eBay is the Winner of the 2013 Holiday Shopping Season

eBay has impressed me with shoppable windows, the expansion of eBay Now (its same-day delivery service) and its soon-to-be-launched virtual shopping mall "The Plaza." But the online retailer may have outdone itself with shoppable theater.

Retailers have recovered from the holiday rush; made their plans for what they hope to be a successful 2014; and reviewed the good, bad and creative efforts of 2013. With so many retailers launching new campaigns and technologies last year, it's hard to choose which one was the best. That said, I have to admit, one of the most creative marketing campaigns came from eBay.

eBay was at the forefront of retail's transformation in 2013, with many innovative campaigns. It partnered with Kate Spade Saturday and Rebecca Minkoff to launch successful pop-up shops, and took window shopping to the next level with interactive, shoppable displays. In addition, eBay announced in January that it will introduce The Plaza, a direct-to-consumer sales vertical for brands to sell alongside used and auctioned goods. However, the most unique marketing effort from eBay (by far!) was its shoppable pantomime at the Charing Cross Theatre in London this past holiday season.

"Cinderella: An Inspirational Fair-Retail" was created by eBay in partnership with the Laura Crane Youth Cancer Trust — all proceeds went directly to the charity — with the goal of creating an immersive shopping experience.

Members of the audience were given possible gift ideas (with photos and product descriptions) from the play's Fairy Godmother on a tablet that was provided for each seat. As the fairytale unfolded on stage, characters and specific events called for the audience to help the characters by searching on their tablet for the best present for each as well as provide gift ideas for loved ones. eBay featured items and descriptions from various sellers. Each character was not only a familiar name in the fairytale, but a representative of a loved one of an audience member who they had to shop for. Before the show, participants were encouraged to provide their email address so that after the performance eBay could send them the links they chose throughout the show to help guide further purchasing.

"We've combined the fun of the British ‘panto’ with the ability to nail your Christmas gift shopping," said Sarah Calcott, senior marketing director at eBay, in a company press release. "Our goal is to inspire Brits to make more thoughtful gift purchases this Christmas."

The idea of a shoppable pantomime was inspired by an eBay-sponsored poll that showed that nearly 60 percent of British consumers browse for Christmas gifts for hours without finding anything "appropriate," and 48 percent ask family and friends directly what they want.

Renowned English actor and patron of the trust Stephen Fry said, "I am so proud to support the Laura Crane Youth Cancer Trust and all that they do for young people, their families and friends through trying and upsetting times. I am delighted that eBay has selected to support the fight against cancer in young people through this innovative, interactive pantomime."

The creative experiment from eBay yielded a completely immersive and seamless shopping experience by combining two unrelated events and bringing them together for a good cause.