HOLLYWOOD & VINES
A FIRST OF IT'S KIND
It’s Airbnb’s social network that is the power of the brand. So, it was only natural that we tap directly into Airbnb’s global community to help create their marketing. The campaign relied upon Twitter, Facebook and Vine’s unique ability to allow our community to take part in the campaign and ultimately help create the end product. We created “Hollywood & Vines,” a first-of-its-kind short film directed via Twitter and shot entirely on the mobile micro-video app, Vine. Over four days, we tweeted shot descriptions to our fans. They executed 6 second clips using Vine and uploaded it with the hashtag #AirbnbHV. We aggregated more than 750 submissions from 12 countries around the world. We embraced the constraints of Twitter and Vine to make our campaign accessible to everyone in the world. In the end, one hundred different Vine videos from Airbnb’s global community were selected and edited together to help tell the brand’s story as a short film about travel, adventure, and finding your place in the world.