Airbnb is one of the companies in the tourism industry that has revolutionised the accommodation sector and today many consumers worldwide are using Airbnb’s both for leisure and business travel. Interestingly, many marketers consider Airbnb as a creative and innovative company which is admired by many and not very popular with hotels and other accommodation providers. 2013 was both successful and challenging for the company as increase in users of Airbnb meant growth in places listed but a lawsuit also meant difficulties with a marketing campaign. This year, Airbnb is now back with a new marketing campaign which is called Airbnb Shorts and really seeks to use UGC within a contest to create excitement about the brand and involves the hosts (Tnooz 2014).
Airbnb Shorts is a campaign that really focuses on working with UGC by asking Airbnb hosts to create short 15 seconds videos showcasing a local spot that they would like to share with the world. One of the things that makes Airbnb special are the hosts that rent out accommodation and are very passionate about their home cities. For travellers staying in an Airbnb property, this means that they will get a very personal experience abroad and a host that can help them with advice and provides maps, useful info and sometimes even cooks for the consumers staying in their property. For Airbnb, this campaign is a great way to tap into the passion of the hosts with regards to their favourite spots and after the campaign, Airbnb can then share and showcase the 15 second clips within their website. In the future, these videos will add a multimedia aspect to the Airbnb Neighbourhoods product.
HOW DOES IT WORK
The aim is to get hosts to shoot short, passionate videos that showcase their favourite part of the city which will inspire people to travel to the city. All videos need to be posted by using the hashtag AirbnbShorts and the city name. It is also important to switch the Instagram account to public and the judges will make their decision based on the most creative, unique and interesting videos. The winner will be given the chance to fly to London, a $500 voucher for an Airbnb listing, a video camera and a ticket to the Shorts Workshop put on by the Sundance Institute. Mike Plante, lead programmer for the Sundance Shorts programme, will be judging the videos and decide about the winning video shots. For Airbnb this contest is a great opportunity to take advantage of Instagram and 15 second video clips to inspire people worldwide with the wide range of videos and to strengthen the platform further with video UGC.
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