“Hollywood & Vines” was a first-of-its-kind, socially-sourced, short film directed via Twitter and shot entirely by Airbnb’s fans on Vine. Our film director tweeted shot descriptions to the travel site’s Twitter followers who executed six-second clips and uploaded them with the hashtag: #AirbnbHV. The final film was a story of travel, adventure, and finding your place in the world. Exactly what Airbnb stands for.
Airbnb’s social network is the driving force behind their brand, connecting users to new people, new locations and new perspectives. So it was only natural that we tap directly into their active global community to create marketing that worked toward the same goal.
The result was “Hollywood & Vines,” a first-of-its-kind short film directed via Twitter and shot entirely by our fans on Vine. Over four days, we tweeted shot descriptions to our Twitter followers who filmed six-second clips and uploaded them with the hashtag #AirbnbHV and the shot number, so that we could easily aggregate the submitted clips.
In making the film, we embraced the inclusiveness of Twitter and Vine to make our campaign entirely accessible to anyone in the world with a mobile phone and a social presence. In the end, 750 videos from nine countries were submitted and 100 were selected to create the final film: a story of travel, adventure and finding your place in the world. Exactly what Airbnb stands for.
Mark Wenneker, Chief Creative Officer
Stephen Goldblatt, Chief Digital Officer
Jon Ruby, Creative Director
Jamie Rome, EB Davis, Copywriter
Ryan Montgomery, Brooke Doner, Art Director
Jaime Klein, Animator
Liz Shook, Integrated Producer
Charley Perkins, Digital Producer
Hoon Oh, Experience Designer
Liza Near, Ex Dir Integrated Production
Dustin Johnson, Dir Integration
Christian Madden, Dir Creative Technology
Zach Rubin, Account Director
Steve Raggiani, Account Supervisor