Cannes Lions

Night at Fenway Park

AIRBNB, San Francisco / AIRBNB / 2016

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

For many Bostonians, Fenway Park—Home of the Boston Red Sox—is their home away from home. And for baseball fans worldwide, it’s an iconic park that holds generations of history. It’s hosted millions of guests over the last 100 years, but none of them have ever had a chance to stay overnight.

Our idea: Let’s change that and give one pair of fans a chance to spend the night in this cultural landmark.

The 9-day contest focused on the US with a press release, media outreach, and coordinated social effort.

Execution

Secured exclusive with Yahoo! Sports morning of launch, posted a press release garnering hits in ESPN Radio and Associated Press, which drove more than 50 pieces of regional coverage.

Duration of contest: Redsox.com desktop and mobile banners

8/13 & 8/19 dedicated emails sent to all Redsox.com email subscribers (2.27% and 2.68% clickthrough rates)

8/12 the Official Red Sox Twitter & Facebook accounts posted Airbnb sponsored message promoting the contest

9/16 the Official Red Sox Twitter & Facebook accounts posted Airbnb sponsored message with a video of the contest winners

Our winners got front row seats for the Red Sox vs. Yankees game, got to play catch on the field and other special perks. Then they got to spend the night in a specially outfitted suite designed to capture more than 100 years of historic Fenway moments.

The whole visit was captured on film which was shared on social channels.

Outcome

20,573 entries (an unheard volume of engagement for a localized promotion)

19,945 new Airbnb sign-ups (sign-up required to enter contest)

The contest page was shared almost 7,000 times and viewed by almost 200,000 users around the world (that’s almost one-third the population of Boston.)

147 media hits (exceeding our goal by 29%)

Press release generated hits in ESPN Radio and Associated Press, which drove more than 50 pieces of regional coverage.

In the first 24 hours, 25 media hits across the US including WBZ-AM Radio (Boston), New England Cable News, NBC News Hartford-New Haven, all Boston local affiliates (ABC, NBC, CBS, FOX) as well as national outlets Bloomberg TV and TMZ Hollywood Sports.

2.8M+ social media impressions during the contest

Post-visit recap video earned more than 1M impressions and more than 116,000 plays

Two dedicated emails to all Redsox.com email subscribers had 2.27% and 2.68% clickthrough rates

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