How about ebid ditches the buddy points and the guy doing adwords.
Runs a comp for two new cars
One in the UK and one in the USA.
Every time you buy something on ebid you get one point which goes into a draw at the end of the year.
Then a celebrity racing driver draws the prize numbers.
Ebdi buys the cars now and paints them up "Win this car by buying on ebid" and drives it round London and New York