Great Experiential Marketing: Airbnb at Sundance Film Festival
2014 saw Airbnb prove itself as quite the skilled experiential marketer. And so far, 2015 is looking no different.
At this year’s Sundance Film Festival in Park City, Airbnb took over a venue on Main Street to host an experiential activation dubbed ‘The Haus’.
The venue was refurbished to feel like an artists' live-and-work studio, which was a nice nod to not only the hospitality concept of Airbnb but also the creatives behind the work that the festival celebrates.
The pop-up welcomed all festival attendees and boasted a coffee bar with hot beverages from San Francisco's Four Barrel and daily activities that included collaborative art making as well as storytelling competitions, talks, dance parties, and screenings.
Of particular note was the interactive art activation by San Francisco artist Ivan Cash. The "Self Less Portraits" installation allowed strangers to draw portraits of one another based on Polaroids. The activity tied in nicely with Airbnb's current #OneLessStranger campaign that encourages its customers to engage in acts of kindness and share experiences on social media.
Sundance Film Festival has been an effective choice of event for brands looking to engage like-minded individuals. Did you see YouTube’s activations at the festival last year?
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.