We made 6 ‘Clickbait’ style films that drew people in with shocking headlines about what Charlie was getting up to. In each instance we then revealed the truth.

Both Hostels and Charlie are nicer than you might think.

We made 6 ‘Clickbait’ style films that drew people in with shocking headlines about what Charlie was getting up to. In each instance we then revealed the truth.

‘CHARLIE SHEEN SLEEPS WITH 7 PEOPLE IN HOSTEL’ turned out to be about the quiet nights sleep Charlie was getting in a dorm.

‘CHARLIE SHEEN COOKS UP IN HOSTEL’ turned out to be about the nice meal Charlie was cooking for his fellow hostellers.

‘CHARLIE SHEEN BASHES BISHOP IN HOSTEL’ turned out to about the game of chess Charlie was playing in the common room.

And so on.

It’s still early days in the campaign but so far the Sheen films have earned over 1.5 Billion media impressions, 31.6M views and 69K social interactions. And they have driven over 548,000 visits to the Hostelworld site.