Social Media Case Studies, Social Image of the Week

Airbnb Releases First Short Film Crowdsourced From Vines

badge image of the week Airbnb Releases First Short Film Crowdsourced From VinesThe creativity and power of Vine continues to generate headlines as marketers keep pushing the limits of what’s possible with the popular six-second video platform. The latest example comes from Airbnb, which recently released the first short film, “Hollywood & Vines,” created by crowdsourced Vines.

The concept was simple, yet clever – invite Airbnb fans from all over the world to participate by releasing a storyboard filled with shots created via Vine. With a script written by award-winning screenwriter Ben York Jones, each Vine shot was meant to play into the overall theme of, “the transformative journey of a simple piece of paper.”

The Vine scenes were solicited over a six-day period, during which Airbnb leveraged Twitter as its “director” by tweeting visual twitpic instructions to communicate how different clips should be created. Following each shot list tweet, fans had 48 hours to submit their Vine, plus #AirbnbHV and #S[shot number] for a chance to be included and earn a $100 Airbnb credit. Over the course of the campaign, 44 unique Vine shot numbers were pitched to the Airbnb community. In the end, Airbnb and agency partner Mullen generated over 750 submissions, more than 100 of which were included in the short film.

Screen Shot 2013 09 18 at 9.30.40 PM Airbnb Releases First Short Film Crowdsourced From Vines

The final film is four minutes and thirty seconds and was first released on the Sundance Channel and later online. At present, the video has generated more than 60,000 views via Airbnb’s original YouTube post. The end result is highly artistic and in no way promotional. Ultimately, it’s a wonderful testament to the power of Airbnb’s community and mission of celebrating, “travel, adventure, and finding your place in the world.”

Check out the video and leave a comment below to let us know what you think!

  • http://sproutsocial.com/features/social-media-engagement Sarah @ Sprout Social

    Thanks for covering, Jessica! I love this! Though I must admit when I first saw the announcement of the campaign, I didn’t quite grasp what the final product could possibly look like. I saw a few submissions and was a little concerned for the outcome.

    However, the final movie is so engaging. It’s hardly promotional for the airline, but the underlying message is still there. And who can’t relate to paper airplanes?

  • Always On Social

    Wow! First of all, the video is amazing. Next, that is probably one of the most intriguing ways I have ever seen a brand leverage their online community and getting them to engage and create content. I think that was an incredible example of using social media in their marketing tactics. Thank you for sharing that with us!

  • http://www.buildandbalance.com/ Michael_N

    Really impressed by this. I’m of the mind that this is how agencies can provide brands with a compelling reason to not do it all in-house. As long as they can provide support for super creative ideas like this, they should have plenty of work.

  • Rebamjr

    What brand?

  • Remy Whitehill

    really inspiring gave me goosebumps, also great sound track, made it pop. this is what i like to see with new ideas and creations from artists, whether it be painters sculptors or videographers. nice work guys!

  • Graciousstore

    Many brands are really making waves with Vine