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Use of Social Media


Entrant: Mullen, Boston

"Hollywood & Vines"

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Corporate Name of Client: Airbnb
Agency: Mullen, Boston
Chief Creative Officer: Mark Wenneker
Executive Creative Director: Stephen Goldblatt
Creative Director: Jon Ruby
Copywriters: Jamie Rome/EB Davis
Art Directors: Ryan Montgomery/Brooke Doner
Agency Producers: Liz Shook/Charley Perkins
Production Company: B-Reel, Los Angeles
Director: Miles Jay
Editing Facility: Lost Planet, Los Angeles
Editor: Chris Kursel
Sound Design Company: Ravenswork, Los Angeles
Sound Designer: Robert Feist

Description of the Project:
Airbnb is a pioneer of social innovation, operating from the belief that great stories come from real connections and collaboration. So it was only natural that their first marketing campaign would be completely accessible to their global community.
The result was “Hollywood & Vines,” a first-of-its-kind short film directed via Twitter and shot entirely by our fans on Vine. Using the hashtag #AirbnbHV and the shot number, we were able to easily aggregate the clips and respond to users in real time, passing on encouragement and suggested improvements from our director.
In the end, 750 videos 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.