Airbnb Solicits Creative Ideas From the Public for Its Next Holiday Campaign, Offers $500 Prize

Airbnb is no stranger to controversy in its marketing efforts.

The home sharing service recently teamed up with Strother Nuckels Strategies for a political campaign which claimed that the company helps middle class families. That work came in response to an effort launched last summer by lobbying group the Share Better Coalition which criticized the company, claiming that forty percent of Airbnb revenue in New York went to real estate moguls.

Last fall, the company angered some in San Francisco with an OOH campaign advocating against Proposition F, a proposed law that would have required Airbnb to be classified as a hotel chain, by lightly shaming libraries and other such organizations for the tax money they receive from the hotel industry and businesses like Airbnb. In the fallout from that campaign, CEO Brian Chesky essentially laid the blame on TBWAChiatDay, claiming the agency had “embarrassed” his company.

Airbnb’s latest move might not sit well with its agency partners, either.

The company is using content-sourcing company MoFilm to crowd-source ideas for its holiday campaign with an “Airbnb Holiday Ideas Contest.”

The call for entries, which was written by MoFilm, reads in part, “It’s a pitch situation, where we’ll put forward the best-of-the-best from our global network in an effort to gain the business.” It then calls members of its community to “Think big and think local. Infuse your ideas with knowledge of your own city, or cities you’ve been to in the past. And remember it’s not just Christmas, it’s any holiday worthy of a trip via Airbnb.”

The person running this contest is Carter Hahn, who spent several years as an account manager at Goodby Silverstein & Partners and served as lead on the HP, Adobe and Nintendo accounts.

The deadline for submissions is October 3, so if you want to participate you’ll have to hurry over to MoFilm and sign the NDA to get the brief. The top five concepts will be awarded a $500 cash prize!

Airbnb Set Up Marnie the Dog in Her Very Own Pet-Friendly Beverly Hills Mansion

Travel can be rough on animals. So, to celebrate National Dog Week (Sept. 19-25) and promote its 600,000 pet-friendly homes, Airbnb shined a light on social media star Marnie the Dog, a senior pet who just moved from New York to sun-soaked Beverly Hills.

Fame is packed with perks … even for dogs. To ease her transition, Airbnb checked her into a luxurious $5000-a-night mansion, where she spent a pampered stay under the care of her “hosts,” Hugo the Butler and Teddy the Dog. 

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Strother Nuckels Strategies Tugs At Heartstrings for Airbnb; Share Better Coalition Is Unimpressed

Strother Nuckels Strategies launched a new campaign for Airbnb making an emotional appeal to viewers via interviews with Airbnb hosts who have gotten through tough times thanks to the home sharing service.

In “Meet Kevin and Esther of the Outer Sunset,” for example, Kevin explains that he was diagnosed with Parkinson’s Disease in 2013. Since then, he and his family have used income from Airbnb to help pay their mortgage and Kevin’s hospital bills, as well as saving for college tuition for their children. Near the end of the spot, the message, “77% of Airbnb hosts in San Francisco say they use money they earn to help pay their rent or mortgage” appears onscreen. 

It’s not only San Francisco that gets the spotlight, though. In “Meet Dreama of Carrollton,” a woman explains that income from Airbnb helped keep her and her family in their house during a period of unemployment. Other spots feature Airbnb hosts from Vancouver, Los Angeles and New York. The campaign will run in broadcast, radio spots, pre-roll and banner ads in those locations through November. 

“The hosts telling their stories directly is really powerful; it’s showing people the real faces of Airbnb,” Ben Nuckles, Strother Nuckels Strategies partner at Strother Nuckels Strategies told Campaign. “None of these are scripted…We really wanted it to be an authentic story as told by the hosts.”

As individual stories the simple spots work to highlight the human connection of the service but there’s also a further implication that Airbnb benefits middle class families. That message is in stark contrast to a campaign launched last summer by lobbying group the Share Better Coalition, which criticized Airbnb, claiming in one ad that forty percent of Airbnb revenue in New York went to real estate moguls. The response by Airbnb, via this campaign, highlights how the company is helping middle class families, while side-stepping the specific real estate mogul criticism made by Share Better New York. It avoids the kind of controversy generated by TBWA’s OOH campaign against Proposition F in San Francisco, which would have required Airbnb to essentially be classified as a hotel chain, an effort that Airbnb CEO Brian Chesky said “embarrassed” the company

That didn’t stop the Share Better Coalition from firing back, though. In response it launched its own “Dear Airbnb” campaign, featuring messages accusing the service of “making millions from unregistered rental listings” and asking the company to abide by laws that “exist to protect us all.”
Rather than creating petty misleading advertisements, we invite Share Better and their hotel industry backers to join us in working with city policymakers who agree the current registration system is broken,” an Airbnb spokesperson wrote in a statement. “We are ready, able and willing to work with city officials to find real solutions that protect housing and enable middle class residents to share their homes, but 400 percent increases in permit fees, taxes on silverware and an application process that can take months to complete all need to be fixed.”

Share Better New York and Share Better San Francisco both plan to release additional campaigns this year.

Sonos and Rough Trade Are Giving Music Geeks the Airbnb Listing of Their Dreams

There’s an Airbnb for everybody—classy desert dwellers, would-be Mowglis, horror buffs … and even compulsive TV show-bingers.

But if “Netflix and chill” isn’t your thing, and you’re a high-fidelity fiend who’s really bummed about the untimely end of the record label heydays, Sonos has the bed for you. 

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Audi and Airbnb Offer Up a Crazy House in Death Valley, and a Great Ad to Go With It

If you fancy hanging out in the sizzling-hot middle of nowhere, with an endless expanse of sand all around and the occasional scorpion scuttling by for distraction, Audi’s got the promotion for you.

As part of its Emmy Awards sponsorship, the auto brand and Airbnb will offer fans the chance to book three-day getaways at the luxury Rondolino Residence in Death Valley, Nevada. The place is so isolated, it has no actual address—just coordinates on a map.

Guests get to drive a 2017 Audi R8 during their stay, which also includes chauffeur service from the airport, meals prepared by a personal chef and, according to press materials, “evening entertainment/activities.” (Scorpion races, perhaps?)

To tout the promo, Venables Bell & Partners created the fun spot below—it almost feels like a Supwer Bowl ad—which is running online and will also air during ABC’s Emmys telecast on Sunday.

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Airbnb's Cool Retro Ads for the Brooklyn Half Marathon Ask You to (Gasp) Call This Number

Airbnb is going old school in its newest local campaign—promoting New York businesses with a phone tree.

To support its sponsorship of the upcoming Airbnb Brooklyn Half Marathon, the hospitality tech company is running billboards and wild postings created by agency Collins. They feature a minimal, doodle-style aesthetic, an anthropomorphic version of the company’s logo striking various running poses, and an invitation to learn more about all the borough has to offer—by dialing a 718 number, the classic area code for Brooklyn landlines.

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Leinenkugel's Beer Tricks Out Homes in Brooklyn and Austin, and Rents Them on Airbnb

As if the hipster havens of Brooklyn and Austin weren’t already funky—and beery—enough, Leinenkugel’s has transformed vacation properties in each location into Northwoods, Wis.-style “Leinie Lodges,” and made the units available for rent on Airbnb.

The promotion is designed to help the Chippewa Falls, Wis.-based brand (owned by SABMiller) gain extra visibility in those markets, where it has been testing its brews of late.

“We wanted to create a space where people can relax and enjoy beer,” founder Dick Leinenkugel told Austin Fusion. The two-bedroom Brooklyn property (above) can accommodate six guests, includes a roomy roof deck and rents for $449 a night. Down in East Austin (below), you’ll pay $375 for three bedrooms with space for eight.

The rentals are available through the end of August.

Airbnb has become renowned for offbeat promotions, both for itself and in tandem with other brands. Stunts range from hosting a sleepover in an Australian Ikea store to tricking out an Alpine ski lift as a mountaintop crash pad.

The “Leinie Lodges” provide more down-to-earth accommodations. Renters get thoroughly modern, upscale digs—with lots of Leinenkugel’s-branded extras. These include bean-bag toss games, bar signage, canoe paddles, Adirondack chairs and plenty of crimson throw-pillows embroidered with the brewer’s name. At each location, the fridges come packed with Leinenkugel’s brews such as Summer Shandy, Grapefruit Shandy and Canoe Paddler.

So, you’ll basically be living inside a huge ad, stocked with toys and free beer. You’ll be living the American Dream. Cheers!

Painfully Funny Airbnb Parody Reminds You Who'll Really Be Staying in Your House

Airbnb’s existential-crisis ad with the waddling baby didn’t lend itself to being taken all that seriously in the first place. Now, a parody is now helping it along the path to full ridicule.

A grown man replaces the infant in this clip from digital shop Portal A, which turns the moral musings of the original voiceover into a biting satire of its sales-pitch subtext—and drives home why maybe you shouldn’t blindly trust the vacation company’s assessment of human nature. No, he’s not technically wearing diapers, but he probably should be.

Portal A, makers of Pitch Perfect 2’s crowd-sourced fan montage and YouTube’s Rewind videos from the past couple of years, shot the new video two days after Airbnb launched its global campaign.

In fact, the shop has been building a channel dedicated to ad parody—other bits so far include a more down-to-earth version of Carnival Cruise’s JFK Super Bowl spot, and if you’re a sucker for punishment, that older, NSFW play on Dove’s Real Beauty Sketches.

Here’s the original Airbnb spot:

TBWA, Airbnb Think You Should Trust Other People

TBWA Floats House Down Thames for Airbnb

TBWA London created a pretty eye-catching way to garner attention for Airbnb and celebrate new rules allowing Londoners to share their homes for up to 90 days per year. After all, it’s not every day you see a house floating down the Thames.

The house — which contains two bedrooms, a living room, a bathroom and a garden complete with grass, a doghouse and an apple tree — will float down the river, passing under Tower Bridge and making its way past Parliament and the London Eye before finally completing its voyage this Saturday. Listed on Airbnb, the house will make stops in neighborhoods including Chester, Westminster and Canary Wharf, holding community events and hosting overnight stays during its voyage. TBWA teamed up with production company Star Events for the stunt, who built the structure over the past four months.

“Airbnb are an iconic, disruptive brand who want iconic, disruptive campaigns, said Richard Stainer, CEO, TBWALondon.”The floating house is a perfect example of this. Creating it together has been a pleasure and we look forward to many more campaigns of similar ilk to come.”

Airbnb Turns a Ski Lift Above the French Alps Into a One-Night Crash Pad

For most people, spending a night in cable car 9,000 feet above sea level probably doesn’t sound that relaxing. But if you’re a ski buff or a sucker for a view, you might enjoy the prize in Airbnb’s latest sweepstakes—a stay in a tricked-out lift above a resort in the French Alps.

The hospitality company is turning a gondola at Courchevel into a bedroom for four (assuming they’re willing to pair off to share the two beds). The winners will arrive by snowmobile, enjoy a regional dinner in the cable car, and ride to the top of the mountain Saulire, where they’ll have access to the bathroom in the station, because—surprise, surprise—there isn’t one in the car.

The next morning, after breakfast, they also get first dibs on the slopes.

If that seems like your kind of thing, enter before Feb. 25 by making your case in 100 words over at the Airbnb listing. “Vertigo sufferers need not apply,” it helpfully notes.

If you’re selected, you’ll still have to get yourself there. But judging by some of Airbnb’s other willfully quirky promo digs, it may well be worth it. While it’s not as spacious as a commercial jet converted into an apartment, it almost definitely beats sleeping in an Ikea.

Here's a Pretty Fly Apartment on Airbnb: a Refurbished KLM Airplane

KLM Royal Dutch Airlines, which warmed heart-cockles recently with its lost-and-found beagle, delivers another winner by listing a “Spacious Airplane Apartment” on Airbnb.

Yes, they turned an airplane parked at Schiphol Airport in Amsterdam into an apartment with two bedrooms, multiple bathrooms, Wi-Fi and a panoramic view from the cockpit. Pretty sweet, right? It’s the closest any of us can come to being Elvis without abusing Percodan. (It’s also a step up from Airbnb’s Ikea listing.)

“On November 28, 29 or 30, you have the chance to spend the night inside this fly apartment. Tell us before November 20 why you would like to spend the night. We’ll fly in the winners from anywhere in the world,” the listing says.

Unfortunately, KLM stomped on this raging fire of awesome with some seriously bogus house rules, including “no marshmallow roasting with the jet engines” (lame), “the consumption of alcohol is not allowed” (lamer), “no flying” (OK, that one makes sense) and worst of all, “don’t use the inflatable emergency slide.”

Whatever, KLM. If I didn’t want to use an inflatable emergency slide, I would stay in a building like a normal person.

Via Design Taxi. More photos below.

Airbnb Posts Its Strangest Listing Yet, Inviting You to Spend the Night at Ikea

I love the smell of Hemnes in the morning.

Some lucky Australians will soon wake up in an Ikea store in New South Wales after spending a night there as part of an oddball promotion with Airbnb.

Interested parties can sign up on the lodging rental site for a chance to win a sleepover in one of three groovy showrooms: “Rustic Charm,” “Inner City Living” and “Modern Elegance.” Three groups of up to four guests will get to stay in the store overnight on Aug. 31, enjoy a fancy dinner and even keep the sheets they slept on. Local marketing shops The Monkeys and Mango helped devise the stunt.

Ikea says the promotion is designed to inspire people to make more of their homes “from clearing and creating space to making homes guest ready in the sharing economy.” Because nothing’s better than taking in boarders to make ends meet. That rocks!

Lots of folks would probably savor the chance to enjoy pre-assembled Ikea merchandise. I hope the contest winners gain a measure of revenge for consumers worldwide by going through the store and taking all the furniture apart.

Clients: Ikea and Airbnb
Creative Agency: The Monkeys
Event: Mango
PR: Mango and Espresso Communications

Airbnb Entices Travelers to See the World Through a New Kind of Window

In its latest ad from Pereira & O'Dell, Airbnb offers you something you can't get at the average hotel: someone else's view of the world. 

"I want you to feel at home here," says the narrator of the worldly spot, which peers through windows and from balconies in an artful approach highlighting Airbnb's role as a sort of peer-to-peer room rental service.

The ad's apartments, lofts, bungalows and rural hideaways take you everwhere from a working farm to a downtown fireworks festival, driving home the point that Airbnb now gives you access to hundreds of thousands of listings across 192 countries.

So, where will you go?

Client: Airbnb
Agency: Pereira & O'Dell
Chief Creative Officer: P.J. Pereira
Vice President, Executive Creative Director: Jaime Robinson
Creative Directors: Rafael Rizuto, Eduardo Marques
Art Director: Ben Sweitzer
Copywriter: Chris Ryan
Vice President, Client Services: Gary Theut
Account Director: Marisa Quiter
Management Supervisor: Nidhi Chinai
Senior Account Executive: Jen Wantuch
Vice President, Strategy: Nick Chapman
Associate Strategy Director: Molly Cabe
Associate Strategists: Beth Windheuser, Sara Lezama
Vice President, Media Strategy: Joshua Brandau
Associate Media Director: Jasmine Summerset
Media Supervisor: Pete Fishman
Associate Media Strategist: Katie McKinley
Vice President, Production: Jeff Ferro
Broadcast Producer: Bill Spangler
Senior Interactive Producer: Erin Davis
Senior Print Producer: James Sablan
Director of Business Affairs: Kallie Halbach
Production Company: Tool
Director: Alma Har'el
Director of Photography: Alma Har'el
Executive Producer, Managing Director, Live Action: Oliver Fuselier
Producer: Christopher Leggett
Editorial Company: Rock Paper Scissors
Editor: Stewart Reeves
Assistant Editor: Luke McIntosh
Editorial Producer: Alexandra Zickerick
Visual Effects, Online: A52
Executive Producers: Jennifer Sofio Hall, Megan Meloth
Producers: Meredith Cherniack, Scott Boyajan
Flame Artists: Brendan Crockett
Color Correction: Paul Yacono
Sound Mix, Design: Lime Studios
Sound Design: Johannes Hammers
Mixer: Loren Silber
Assistant Mixers: Patrick Navarre, Susie Boyajan-Queen
Title: Windows
Composer, Arranger: Zach Shields
Studio Engineer, Mixer: Alexander Burke
Engineer: Chris Mullings
String Players; Catherine Campion, Paul Cartwright, Chrysanthe Tan, Kiara Perico, Manoela Wunder, Leah Metzler
Choir Leader: Dedrick Bonner
Singers: Maize Olinger, Don, Amanda Lunt, Karly, Ryan Shields, Ricky, Anika, Zach Shields, Ben Shields
Engineer: Chris Mullings
Trumpet: Danny Levin
Percussion: Ryan Shields, Zach Shields
Piano: Zach Shields

Airbnb Office Architecture

Situés dans le sud de San Francisco, les bureaux de la société AirBnB sont situés dans un ancien batiment industriel datant de 1917 réaménagé par le cabinet d’architecture Gensler. Des locaux magnifiques, avec notamment un espace central de toute beauté avec un mur de végétation. Plus dans la suite.

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AirBnb transforma locações disponíveis no site em casas de passarinhos

Em sua primeira campanha, intitulada “Home To You”, o AirBnb recorreu ao pássaros para materializar a paixão de se viajar e o conceito de hospitalidade pretendido pelo site.

50 locações reais, oferecidas através da rede social de hospedagem, foram recriadas em miniatura, do tamanho de casas de passarinhos – animais que percorrem o céu e sempre pousam em novos lugares. No site você pode compará-las com os imóveis reais.

A criação é da Pereira & O’Dell.


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Advertising: Airbnb Campaign Uses Birdhouses to Widen Its Reach

Airbnb, an online service that connects travelers with people who want to rent out their homes, is beginning its first integrated national advertising campaign.


LoveRoom, o Airbnb para bonitos e solteiros

LoveRoom é uma nova plataforma online lançada recentemente com a intenção de ajudar as pessoas a encontrarem um lugar para ficar de graça. A condição: os únicos que podem usar o serviço devem ser considerados “atrativos o bastante” pelos outros membros.

Os que quiserem usar o serviço devem ser considerados “atrativos o bastante” pelos outros membros.

Apesar de curto e grosso, segundo o site, a iniciativa serve para oferecer aos solteiros ao redor do mundo uma forma diferente de encontrar um relacionamento, uma diversão ou até uma amizade. Porém, não há restrições para quem quiser criar um perfil, adicionar fotos e tentar.

Junto ao perfil do usuário, é possível criar um álbum de fotos, adicionar amigos, determinar se está buscando ou oferecendo um lugar, e também responder uma enquente que traduz um pouco de sua personalidade e gostos.

Para quem está preocupado com estranhos entrando em sua casa, a empresa também dá algumas dicas para evitar problemas.


Algumas matérias acabaram questionando se há, de fato, uma demanda para este tipo de serviço. A princípio o site está rodando em beta, por isso ainda não há tantos membros assim. Porém, a plataforma será lançada oficialmente dia 14 de fevereiro de 2014, Valentine’s Day. Até lá acompanharemos a evolução.

LoveRoom é resultado de uma parceria entre OkCupid e Airbnb.

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O primeiro curta-metragem feito com Vine

É a primeira vez que o Vine é usado desta forma, com uma mecânica bastante simples e coerente, incentivando a criatividade dos usuários para um objetivo em comum.

Já vimos vários concursos e ações de marcas com objetivo de usar o Vine App de forma criativa. Mas desta vez, o Airbnb quer levar o Vine para outro nível e criar o primeiro curta-metragem filmado com o aplicativo.

Em parceria com a agência Muller, a empresa lançou o “Hollywood and Vines“, uma campanha pedindo aos usuários que contribuíssem com um vídeo de até 6 segundos via Vine, seguindo as instruções postadas.

Participantes precisam escolher uma das cenas a serem criadas, filmá-las com o aplicativo e compartilhar no Twitter usando a hashtag #airbnbhv. Os melhores Vines serão editados, construindo um curta-metragem a ser exibido no Sundance Channel. Os vencedores também ganham $100 de créditos a serem gastos em serviços Airbnb.

airbnb-vineapp cópia

Instruções para o usuário filmar cada cena

O conceito que temos de “filme” em nossas mentes está mudando.

A ideia de construir um filme através da participação dos fãs não é uma ideia nova. A ação, por exemplo, teve como inspiração o filme Life In A Day, do Riddle Scott, e outros como o The Johnny Cash Project.

Novas tecnologias e dispositivos como o smartphone fazem do filme um meio mais dinâmico, podendo ser acessado através de múltiplas “janelas”, carregando diferentes informações em um único frame. Esses caminhos podem levar para diferentes narrativas, e o filme se torna um exercício pessoal, descentralizado e participativo.

Uma ação para engajar uma plateia ocupada e multitarefa, que tem poder, sabedoria e quer participar.

Nesta ação, o filme já começa em seu processo de produção. Podemos ver futuras cenas e até partes que ficaram de fora em primeira mão, apenas acessando a hashtag do concurso.

Talvez essa possa ser uma das respostas à como engajar uma plateia ocupada e multitarefa que por vezes parece não assistir a nada, mas está ali e é extremamente observadora. Uma multidão que tem poder, sabedoria e quer participar.

Brainstorm9Post originalmente publicado no Brainstorm #9
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Em busca das redes sociais locais: Airbnb e Peek lançam novidades

No mesmo mês, dois negócios voltados para geolocalização anunciaram novidades: Peek, uma plataforma que ajuda o usuário a encontrar o que fazer durante uma viagem, lançou o Your Perfect Day; e o Airbnb anunciou os novos seviços Neighborhoods e Local Lounges. Coincidência?

Seguindo a linha de recomendação de lugares, com Your Perfect Day, você pode listar as melhores coisas a se fazer e os melhores lugares a se visitar, em uma cidade específica. A diferença aqui é que todas as dicas são para passar 1 dia na cidade. Um mapa costumizado é gerado para ajudar na hora da visita. É possível votar nas melhores dicas, editar os mapas e compartilhar tudo nas redes.

Também pensando no local como comunidade, o Airbnb Neighborhoods foca em ajudar você a encontrar o lugar perfeito para sua estadia, baseando-se em quais são seus interesses e, assim, determinando os bairros que melhor combinam com você. Foram mapeados 300 bairros de 7 cidades no mundo (Rio de Janeiro é uma delas), com a ajuda de pessoas locais, incluindo 70 fotógrafos, para realmente capturar o ambiente e mostrar de perto o que cada bairro oferece.

Já o Airbnb Local Lounges é como um hub para que os viajantes possam melhor conhecer a área em que estão hospedados. Funcionando apenas em São Francisco por enquanto, onde há 10 lounges criados em cafés locais, os usuários recebem um guia grátis da cidade e encontros que o ajudam a se conectarem com as comunidades locais.

Como disse Brian Chesky (co-fundador do Airbnb) ao TNW:

“Bairros são as comunidades originais. Eles são as chaves para desvendar a cultura local e experiências únicas.”

Todos estes serviços tem em comum o fator social do local. Integrar interesses, personalidade, recomendações, pessoas e atividades locais, ou seja, as comunidades ao redor de cada local, ajudam os usuários a se sentirem parte da cidade em que estão visitando e, de fato, imergirem em ricos contextos e terem experiências mais intensas. Bem lembrado aqui que as redes sociais primitivas tinham nós conectados pela geografia, o que preservamos até hoje.

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