Airbnb Rocks Its Assets Using Vine

Welcome to the fourth edition of Monday Marketing Masters

This  marketing campaign packed a double whammy

Airbnb Marketing Vine: beyond smart

Founded in August 2008 and based in San Francisco, California, Airbnb a community site for people to list, discover, and book unique rooming spaces around the world online or from an smart phone, has spread like wildfire not just because of its’ unique and inviting concept, but also because it has matched its’ marketing campaign with its’ IT savvy, twenty and thirty something’s, social media rocking, young and hip audience, and invited them in for an opportunity to be part of the Airbnb marketing experience by taking part in an innovative marketing experience. Skip to the chase

To advertise the Airbnb marketing concept of showing how everyone is finding their place in the world, the company created an offer to their thousands of Twitter followers that went like this:

The offer, sent out on Twitter,  (duh) which owns Vine, was an invitation to become part of a marketing video, and a movement, by sending in Vines (a Twitter owned app allowing you to take 6 second videos and do…well all sorts of things) , instructed the users to submit scripted shots from all over the world in the form of Vines, via Twitter. They compiled the vines and used the resulting film, entitled Hollywood & Vines, as a TV ad. It is comprised entirely of Vines and is a paper tale..trail… of adventure, discovery and belonging—the Airbnb theme.

Should the submitters Vine be chosen, they would receive a $100 gift voucher to use on Airbnb and would also become part of the feature video, which premiered on the Sundance Channel last September. Click here to see the finished product