When eBay, PayPal and Magento joined forces to launch X.Commerce, a revolutionary e-commerce platform, they asked us to help get the word out. Specifically, we were tasked to get "butts in seats" at the 2011 Innovate Developers Conference in San Francisco, where the X.Commerce platform would be announced. Enter “Crazy/Brilliant.” The idea was all about, well, ideas and how what might seem crazy today could turn out to be brilliant tomorrow. For the developer community, it meant thinking about e-commerce in a whole new way. For me, it meant thinking of ideas for 30 start-ups in about two hours. So that was cool.

What's a conference recruitment campaign without some direct marketing? This is one email of five. 

What's a conference recruitment campaign without some direct marketing? This is one email of five. 

We skinned the PayPal corporate bus, which made daily runs from SF to the headquarters in San Jose. 

We skinned the PayPal corporate bus, which made daily runs from SF to the headquarters in San Jose.