Cannes Lions

Airbnb's National Park Backyards

TBWA\CHIAT\DAY, Los Angeles / AIRBNB / 2017

Case Film
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Supporting Images

Overview

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Credits

Overview

Description

National parks are one of the most peaceful places in the world to escape and relax, but on the day of their 100th anniversary (a Thursday), many people were working, or simply dealing with life’s daily stresses. We turned an ad into a service by targeting people who really needed a break, and gave them some peace and quiet in their Facebook newsfeeds, by live streaming beautiful views of our great National Parks from the backyards of three real Airbnbs on Facebook Live.

Execution

On August 25th 2016, the centennial anniversary of the National Parks, we launched our activation on Facebook Live. We began our National Parks livestream at 6am for sunrise in Yellowstone, followed by an afternoon in Joshua Tree, and topping off with a beautiful evening sunset in Acadia.

Outcome

In just 12 hours, we generated 2.5 million impressions, and inspired 260k people to consider a vacation with Airbnb. We also generated over 98% positive social sentiment versus an average of 65%. Our Facebook Live videos were watched 3x longer than the average Live video.

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