eBay @ PAX

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To help eBay build genuine relevance within the gaming community, experiential agency Andpeople engaged Emissaries to staff a multi-zone collector’s activation at PAX Aus. Emissaries deployed a highly specialised team of pop-culture, gaming, and tech-savvy talent to guide attendees through an interactive passport program. Moving beyond standard promo staff, the team acted as authentic brand ambassadors who seamlessly managed high-volume crowds while speaking the native language of the fans.

Event:
eBay Collectors Club at Pax
Client:
Andpeople
Location:
Melbourne Convention & Exhibition Centre
State:
VIC
Date:
October 9-12, 2025
Solution:
Brand Ambassadors

Fan Engagement Done Right

The brief required an on-ground team capable of managing a complex, multi-stage consumer journey across four distinct zones: Passport Control, the Discovery Hub, the Collectors Club Arcade, and the Reward Shop. Because PAX Aus attracts an incredibly passionate and dedicated audience, generic promotional staff would not suffice. Emissaries intentionally selected talent with genuine personal interests in gaming, pop culture, cosplay, and tabletop hobbies. This shared enthusiasm ensured that every interaction felt natural, whether staff members were explaining the passport mechanics, assisting with digital watchlists, or talking retro arcade high scores with fans. On-site execution required a delicate balance of high energy and operational discipline. Staff rotated seamlessly between high-pressure roles, managing dense queues at the photobooth, monitoring inventory at the prize redemption desk, and guiding major prize winners through the digital Loot Locker activation. By maintaining a calm, professional presence during peak expo hours, the Emissaries team kept crowd flow moving efficiently while protecting the premium nature of the brand experience.

Roles Played

Welcomed visitors and managed the entry queue at the Passport Control zone
Explained the passport reward mechanics and distributed promotional flyers
Managed passport customisation desks and verified digital item watchlists
Monitored arcade game play, managed crowd flow, and tracked high scores
Verified stamp counts and distributed tiered merchandise at the Reward Shop
Assisted attendees with the iPad-driven major prize Loot Locker interaction

By matching the client’s operational complexity with authentic audience alignment, Emissaries provided the trusted on-ground support necessary to turn a high-traffic activation into a meaningful community touchpoint.