Airbnb‚s social network is the driving force behind their brand, connecting users to new people, new locations and new perspectives. They challenged Mullen to tap directly into their active global community to create marketing that would also connect people.

Launch the campaign
Published
December 2013
Topics

The Story

Airbnb‚s social network is the driving force behind their brand, connecting users to new people, new locations and new perspectives. They challenged Mullen to tap directly into their active global community to create marketing that would also connect people.

Our idea was "Hollywood & Vines," a first-of-its-kind short film directed via Twitter and shot entirely by our fans on the micro-video app Vine. Over the span of four days, our film director tweeted shot descriptions to Airbnb‚s Twitter followers. The followers took over, executing six-second clips and uploading them with the hashtag #AirbnbHV and the shot number so that we could easily aggregate the submitted clips.

The Technology

  •  

    Social

    Twitter

    Vine

  •  

    Video

    YouTube

The Results

Using Twitter and Vine allowed us to remove the constraints of having to shoot, cast, or do any of the typical things that go along with making a film while, at the same time, opening the story up to anyone with a mobile phone. We even wrote the protagonist to be something that everyone would have access to: a piece of paper. In the end, 750 videos from nine countries were submitted and 100 were selected to create the final film: a story of travel, adventure, and finding your place in the world. Exactly what Airbnb stands for.

750

Vine submissions

100

Vines included in final film

0

spent on actors, cameras, lighting, sets and locations

Launch Date 11 September 2013