If you could live in any movie, what would it be?

We all watch movies, letting our imaginations run wild with fantastic and magical worlds on screen. But what if you could really step into some of your favorite movies? If you could live in a treehouse like Tarzan. Or on a pirate ship like Jack Sparrow.

The idea: Matching famous films with Airbnb listings on Twitter in real-time during Oscars weekend, letting anyone #LiveInTheMovies.

Before the Oscars, we dropped a short animated video on Twitter which posed a question: If you could live in any movie, what would it be?

Immediately, we struck a chord. With an audience already primed for Oscars weekend, the answers flooded in. From iconic films to cult classics, box office hits and Oscar darlings, cinefiles around the world joined in the conversation, referencing all of the movies we legally couldn’t.

When someone tweeted Jurassic Park, we answered with a remote Airbnb island listing off the coast of Costa Rica. For The Martian, we responded with a remote desert dome. We answered hundreds of tweets, giving Twitter a glimpse of the range of movie-worthy Airbnb listings.

Then, we crashed the Oscars. Live-tweeting the show, matching winning films with Airbnb listings, giving away over one-hundred free stays for followers to really live in the movies.

During Oscar weekend, we generated social conversation levels far above our media investment. We outpaced paid TV advertisers in both conversation and reach. Without a TV ad buy and without permission.

- 63 million impressions

- 1.3 million video views with a completion rate 50% above average

- Airbnb beat paid Oscars sponsors and advertisers, reaching #2 in visibility on Twitter

- 6.5x new followers on Twitter versus daily average

- #LiveInTheMovies generated more UGC over any other brand during the Oscars