AIRBNB | #LIVEINTHEMOVIES
BRAND MANAGEMENT | STRATEGY
*2016 Silver Cannes Lion | Mobile
*2016 Bronze Cannes Lion | Cyber
*2016 Gold Twitter | #Creativity Award
*2016 Gold Shorty | Best Use of Twitter
*2016 Silver Shorty | Best Real Time Response
In 2016, brands paid a record breaking $2M for a 30 second spot. But with a major hotel chain as the official sponsor, Airbnb couldn't buy airtime, we couldn't even reference the Oscars, or mention any of the films in it. We were officially locked out. We had to find another way in, so we turned to the second screen: Twitter.
We started with a simple question:
"If you could live in any movie, what would it be?"
Results:
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
Media coverage:
