Airbnb Marketing Vine: Monday Marketing Masters

airbnb-vineThis campaign was a double whammy:

Founded in August 2008 and based in San Francisco, California, Airbnb a community site for people to list, discover, and book unique rooming spaces around the world online or from an smart phone, has spread like wildfire not just because of its’ unique and inviting concept, but also because it has matched its’ marketing campaign with its’ IT savvy, twenty and thirty something’s, social media rocking, young and hip audience, and invited them in for an opportunity to be part of the Airbnb marketing experience by taking part in an innovative marketing experience.

To advertise the Airbnb marketing concept of showing how everyone is finding their place in the world, the company created an offer to their thousands of Twitter followers that went like this:

The offer, sent out on Twitter,  (duh) which owns Vine, was an invitation to become part of a marketing video, and a movement, by sending in Vines (a Twitter owned app allowing you to take 6 second videos and do…well all sorts of things) , instructed the users to submit scripted shots from all over the world in the form of Vines, via Twitter. They compiled the vines and used the resulting film, entitled Hollywood & Vines, as a TV ad. It is comprised entirely of Vines and is a paper tale..trail… of adventure, discovery and belonging—the Airbnb theme.

Should the submitters Vine be chosen, they would receive a $100 gift voucher to use on Airbnb and would also become part of the feature video, which premiered on the Sundance Channel last September.

Not only was the effort highly effective (thousands of applicants) for the marketing of the edited video, think about how much attention it brought to Airbnb,not to mention Twitter and Vine. It was interactive- inclusive, encouraged social media interaction and to be part of a bigger, important, global picture.

Plus, its collaboration with Twitter, which exposed them to a much bigger audience than they could have otherwise been exposed to, was a win-win for both companies.

Here is the finished piece, titled Hollywood and Vine, which premiered on Sundance channel last September 2013:

Are you marketing to a younger audience? Then I hope you’re making use of what younger audiences use. Vine is a fun, simple and inexpensive way to market your product or service.

Seen any you think are extra special?


Will It Blend, Viral Video Series Genius

blend-tec-will-it-blendThis campaign ties for first place in my book, tying with the Charmin Sit or Squat campaign that launched the Monday Marketing Masters (let’s just call it the MMM) series.

I’ve mentioned this campaign before because I am in such awe of it, but it is definitely worthy of its’ own blog dedication.

Presenting: The Blendtec “Will It Blend” video series: a brilliant and once more, highly entertaining viral video YouTube series starring CEO Tom Dickson as the “blend master and host”. Talk about content!


I talk about it here:


This campaign is a great example of how a more often than not accidental viral video campaign can catapult a company into the limelight and the black. The company’s  viral video series “Will It Blend” on YouTube, in which founder and CEO Tom Dickson blends everything from an iPad to a pool cue, boosted sales at the humble Utah blender-maker 700% in the space of months. [Read more...]

Hellman’s Takes the Mayo With the Hellman’s Recipe Cart

hellman's-recipe-cartThe Hellman’s mayonnaise brand took an innovative approach to product awareness with its recent high-tech supermarket campaign in Brazil — one that resulted in a 68% increase in sales, reported.

Outfitted with a

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touchscreen device, the company completed a month long beta trial of the ‘Hellman’s Recipe Cart’- a super jacked up shopping cart that does the thinking for you, at the Pão de Açúcar shopping center in São Paulo.

It went like this: When consumers placed a jar of Hellman’s mayonnaise in their cart, the tablet on the shopping cart detected their location through NFC tags located in each aisle. The device then offered a recipe using Hellman’s mayonnaise along with other products nearby in that aisle. In other words, it did your scouting and took the brain power out of the “what else can I make with Hellmans” out of the equation of tired shoppers yearning to have someone else come up with a dinner idea for a change. [Read more...]

Monday Marketing Masters: The Charmin Sit or Squat App

monday-marketing-mastersWelcome to Monday Marketing Masters,  a  new weekly series where I take a moment  out of my busy day to give a quick shout out to what I believe to be some of the best marketing by a company (small or sometimes quite large) that you’ll find out there today. Some epic, some hilarious, some just spot on, all memorable. Marketing whose branding is so thought provoking or just so awesome that you can’t stop thinking about it. And that’s the point, now, isn’t it. ladies and Gentlemen: Todays shout out goes to….drum roll please…



The Charmin Sit or Squat App


I don’t know where to begin, really. If any of you had a mother like my mother, then you get how we SURE could have used this baby 30 years ago. Other than the great hilarity of the Charmin Sit or Squat app, which can be downloaded on for either iPhone or Android through iTunes, let’s give a quick summary: an app that helps you find a clean, public restroom when out and about is both functional, practical, interactive- folks send in their ratings to the app, labeling them either “sit” worthy or “squat” worthy. All of us have been in this situation and have longed without even knowing that we’ve longed for a service like this. [Read more...]

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