Entertainment > Branded Entertainment
HOLLYWOOD & VINES
MULLEN, Boston / AIRBNB / 2014
Awards:
Overview
Credits
OVERVIEW
CampaignDescription
This campaign ran globally. Everyone in the world was invited to participate. The only limitation was their access to Twitter and Vine.
Effectiveness
Airbnb is a pioneer of social and technical innovation, operating from the belief that great stories come from real connections and collaboration. So it was only natural that their first marketing campaign be entirely accessible to their global community via smartphones and the popular new app, Vine.
The result was “Hollywood & Vines,” a first-of-its-kind short film directed via Twitter and shot entirely by our fans on Vine. Using the hashtag #AirbnbHV and each individual shot number, we were able to aggregate the Vine clips and respond to users in real time, passing on encouragement and suggested improvements from our director.
In making the film, we embraced the constraints of Vine by making our shots simple and easy to film (the film’s main star was a plain piece of paper, something everyone had access to).
Implementation
We avoided using paid media, instead relying on social media to promote participation in this truly social campaign. The call to action was promoted on the Twitter accounts of Airbnb (200,000+ followers) and one of Airbnb’s best known investors, Ashton Kutcher (15,000,000+ followers). Followers were driven to our microsite for the full story on how to participate and create content.
Outcome
In the end, 750 videos from nine countries were submitted and 100 were selected to create the final film. It also gained over 325,000 views on YouTube and was featured as a short film on the Sundance Channel during prime time. The work positioned Airbnb’s brand to be seen as forward-thinking and original as the target audience themselves.
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