Airbnb “ Live in the Movies”
The Oscars is the world’s famous awards event in film industry, which generates millions of attention and leads great discussion in the society per year. Many brands also create interesting and creative campaigns or topics that can connect with the Oscars to attract people’s attention. In 2016’s the Oscars, Airbnb created a campaign on Twitter called “Live in the Movies” which attracts 63 million impressions. Jasmine Atherton, Airbnb’s head of social for Americas said that they realized that the Oscars were such a huge moment, but they were not the official sponsor of the event, which means that they cannot pay and advertise it. Instead, they use Twitter as the platform to make the connection with this event. They posted a question on Twitter with the hashtag #LiveInTheMovies# said that, if you could live in any movie, what would it be? Then they started to match homes listed on Airbnb with nominated films in the Oscars. Besides, they also asked people what...
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