At the Silverstone Grand Prix and Goodwood Festival of Speed, eBay reimagined how people engage with car maintenance - shifting it from something functional into something participatory.
Built as a multi-level world, Garage 3.0 brought together games, creators and community to turn a digital marketplace into a physical environment shaped by interaction. The focus wasn’t awareness, but confidence - giving enthusiasts the space to explore, learn and take part.
Visitors moved through a series of hands-on moments, from gamified challenges like the Parts Finder to escape-room-style experiences designed to test mechanical knowledge. Live content and creator appearances embedded the activation within car culture itself, creating a space that felt social, energetic and open.
Across both events, the Garage engaged over 45,000 fans, with dwell times reaching up to 15 minutes - reflecting an experience designed not just to attract attention, but to hold it.
The result was a shift in perception.
From marketplace to community.
From transaction to participation.
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