AIRBNB | #LIVEINTHEMOVIES

BRAND MANAGEMENT / STRATEGY / PRODUCTION
2016

STRATEGY

In 2016, brands paid a record breaking $2M for a 30 second spot during the Oscar’s. 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

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

• 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