Twitter case study: Airbnb creates 4 minute film using Vine videos

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Social accommodation app Airbnb launched its first video ad this month- compiled only using 6-second Vine videos from Twitter fans. The 4-minute long commercial was composed after the firm asked its Twitter followers to create their own short Vine videos for the film, each of which depicts a different scene with a paper airplane traveling across the world.

Airbnb’s commercial, dubbed ‘Hollywood & Vines’, aired on the Sundance Channel in September 2013, and can been viewed in the embedded YouTube video below:

Brand: Airbnb | Sector: Hospitality, Travel | Country: US | Partner/agency: Mullen | Objective: brand awareness, consideration and purchase | Format: Video, Vine, Twitter, Social media

The video, created by agency Mullen, aims to show how everyone is ‘finding their place in the world’.

In its five years, Airbnb has become a global phenomenon, largely thanks to word of mouth, so the crowd-sourced video is in keeping with the nature of the brand.

The San Francisco-based company acts as an online go-between for travellers and local residents, charging 6% to 12% fees on bookings and 3% of what people earn from renting out their homes for short-term stays.

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