If you could live in any movie, what would it be?

We all watch movies, letting our imaginations run wild with fantastic and magical worlds on screen. But what if you could really step into some of your favorite movies? If you could live in a treehouse like Tarzan. Or on a pirate ship like Jack Sparrow.

The idea: Matching famous films with Airbnb listings on Twitter in real-time during Oscars weekend, letting anyone #LiveInTheMovies.

Before the Oscars, we dropped a short animated video on Twitter which posed a question: If you could live in any movie, what would it be?

With an audience already primed for Oscars weekend, the answers flooded in. From iconic films to cult classics, cinefiles around the world joined in the conversation, referencing all of the movies we legally couldn’t.

From a war room of agency and clients, we monitored responses using social listening tools, matching people's tweets to Airbnb listings.

When someone tweeted Jurassic Park, we answered with a remote Airbnb island listing off the coast of Costa Rica. For The Martian, we responded with a remote desert dome. We answered hundreds of tweets in real-time, giving Twitter a glimpse of the range of movie-worthy Airbnb listings.

Then, we crashed the Oscars. Live-tweeting the show, matching winning films with Airbnb listings, for followers to really live in the movies.

During Oscar weekend, we generated social conversation levels far above our media investment. We outpaced paid TV advertisers in both conversation and reach. Without a TV ad buy and without permission.

- 63 million impressions

- 1.3 million video views with a completion rate 50% above average

- Airbnb beat paid Oscars sponsors and advertisers, reaching #2 in visibility on Twitter

- 6.5x new followers on Twitter versus daily average

- #LiveInTheMovies generated more UGC over any other brand during the Oscars

An Oscar’s party used to mean gathering around a TV with a small group of friends to watch a 3.5 hour telecast. Today, that party happens online with people from all around the world. This year alone, the Oscars generated 24 million tweets that drove 3.9 billion impressions.

We used Crimson Hexagon to go a layer deeper, analyzing social conversation during last year’s Oscars we noticed that conversation on Twitter spiked during commercial breaks. So, while our competition spent millions buying TV ads, we set our sights on capturing people’s eyes where they actually were: on Twitter.

In 2015, 45M tourists said they chose a destination based on a movie or TV show. And with castles, igloos, islands and treehouses, there are thousands of Airbnb listings that look like they’re straight out of the movies.

With that insight, Airbnb wanted to activate against the largest, most culturally relevant film event: the Oscars. A night jam-packed with advertisers spending millions to make their voices heard among the chatter online and off. But with Marriott being an official Oscars sponsor, Airbnb couldn’t buy airtime. We couldn’t even reference the Oscars. Or any of the films in it. We were officially locked out.

So, how does Airbnb win on Oscar night without a TV buy, Oscars equity, or any movies to reference?