Vacation rental site Airbnb has launched “Hollywood and Vines,” a campaign asking consumers to contribute six-second clips, the best of which will be included in a short film about travel and adventure.
From August 22 to August 25, Airbnb will deliver “shot instructions” via Twitter at @airbnb. Participants can pick a shot (eg. Fly a paper plane) and shoot a Vine, then share them via #AirbnbHV. The final Vines will be collected and the best ones will be edited into a longer film, to be aired on television on the Sundance Channel (among others). Those whose Vines appear in the film will get a $100 credit for an Airbnb stay. – via CreativityOnline
Why I’m Curious
This is a neat execution from Airbnb. The promotion speaks to millennial travelers and emphasizes Airbnb as a travel brand for adventurous people. The concept is simple to understand and participate in, and while the incentive is not huge, it feels ‘just right’. While Vine is a great platform for ‘saying less with more’, more and more brands have been flocking to Instagram’ new video function instead of joining Vine. Airbnb’s ‘short’ challenges, however, do seem better suited to Vine.