AirBnbHaus Created a Sense of Belonging at Sundance
Ellen Smith — August 23, 2018 — Marketing
References: blog.atairbnb & shortyawards
In an effort to ensure that everyone feels like they belong, Airbnb installed Airbnbhaus at this year's Sundance Film Festival.
Sundance revolves around storytelling and shared experiences, but the massive crowds lead to exclusive parties and a distinct "scene" that not every visitor feels welcomed to. To combat this, Airbnb's activation aimed to serve as a space that created a retreat from the festival's exclusivity, a place where anyone could belong. After partnering with the emerging filmmaker Matty Brown, Airbnb extended its welcoming community to the online world and asked people to submit stories that spotlighted locals in their community. Eventually, these submissions would contribute to a larger piece created by Brown.
This digital content series shared the sense of belonging that was experienced at Sundance with a vibrant online community and serves as a tactful example of creative outreach.
Sundance revolves around storytelling and shared experiences, but the massive crowds lead to exclusive parties and a distinct "scene" that not every visitor feels welcomed to. To combat this, Airbnb's activation aimed to serve as a space that created a retreat from the festival's exclusivity, a place where anyone could belong. After partnering with the emerging filmmaker Matty Brown, Airbnb extended its welcoming community to the online world and asked people to submit stories that spotlighted locals in their community. Eventually, these submissions would contribute to a larger piece created by Brown.
This digital content series shared the sense of belonging that was experienced at Sundance with a vibrant online community and serves as a tactful example of creative outreach.
Trend Themes
1. Social Activations - Brands are using social activations to create a sense of belonging and community for attendees at events and festivals.
2. User-generated Content - Brands are leveraging user-generated content to create authentic and engaging campaigns that promote a sense of belonging within their communities.
3. Storytelling Campaigns - More brands are creating storytelling campaigns that highlight the unique stories of local communities and their residents.
Industry Implications
1. Hospitality - The hospitality industry has an opportunity to create more inclusive experiences at events and festivals through community-building activations.
2. Entertainment - The entertainment industry can leverage storytelling campaigns to showcase the diverse stories and experiences of the communities it represents.
3. Marketing and Advertising - The marketing and advertising industries can utilize social activations and user-generated content to create more authentic and engaged communities around brands and products.
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