Night At - Airbnb 2016-2018
Once-in-a-lifetime overnight experiences that only Airbnb could unlock
Each so incredible, the whole world wants to participate.
EMEA > GloBal
Airbnb’s Night At series spanned many years and ran globally, although originated in EMEA. I managed a team who worked on EMEA Night At campaigns while in London, and then supported global campaigns when in San Francisco.
Night At Shark Aquarium
We sunk a clear bedroom into a shark tank in Paris, and had free diving and shark conservationist Fred Buyle as our host. Night At campaigns were aimed to gain press coverage, earned social impressions and to drive people to product. Our strategy included press trips, exclusives, social influencer trips, owned social content, and paid social content to drive traffic to the competition landing page.
The #1 referrer to the competition page for this campaign was Instagram, despite an enormous push on many other channels and how hard it is to drive traffic on Instagram. We filmed one video that could be cut up into three uniquely interesting square videos to represent three storytelling elements - The Host, The Home, The Sharks.
We exceeded our efficiency targets of 2.5X and our results were:
29.5M earned social impressions
1K press hits
63.5K competition entries
30K new sign ups
Night At Dracula's Castle
We knew that a timely hook helps boost the newsworthiness of PR & Social executions. So we partnered with Bran Castle in Transylvania and Dacre Stoker (Bram Stoker’s great-grandnephew) to create a Halloween experience not for the faint hearted.
To add some uniqueness to our social execution we used the newly launched live stream features to create a “bat-cam” - a drone made to look like a bat flying around the castle at dawn - to tease and launch the campaign. 100K curious horror fans tuned in live to see the bat fly around the castle and land in his coffin just in time for dawn.
2K press hits
27M earned social impressions
88K competition entries
49K new sign ups
Night At Abbey Road
We partnered with Abbey Road studios to unlock one of the most iconic studios in the world. Sleeping in Studio 3, winners could spend the evening where music legends were born, and in the presence of a modern one, the host, Mark Ronson.
5.9M earned social impressions
250 press hits
11K competition submissions
5K new sign ups
Night At Solar Eclipse
We partnered with National Geographic to host Night At Solar Eclipse where the winners could be the first to see the solar eclipse in the world, before it hit land. They would join renowned scientists Dr. Jedidah Isler and Babak Tafreshi, a NatGeo photographer as they try to get the first photo of the eclipse out to news sources. We ran a hosted live stream chat show on the ground on Airbnb & NatGeo properties, and achieved incredible social results.
123M earned social impressions
10K competition submissions
35K new sign ups