From the SocialPro Conference in Las Vegas, Nevada, November 18-19, 2015. SESSION: Social Video Survival Techniques. PRESENTATION: Case Study: Airbnb's Wall and Chain Using Video From Online to Offline - Given by Dennis Goedegebuure, @TheNextCorner - Fanatics Inc., Vice President for Growth and SEO. #SocialPro #12A

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Dennis Goedegebuure
Case Study:
Airbnb’s Wall and Chain
Using video from online to offline

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Lets talk about 3 topics of Wall and Chain
1. Overview; what is it?
2. Elements; how was it executed?
3. Results; was it successful?
Case Study: Airbnb Wall and Chain

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§ An animated film to
celebrate the 25th
anniversary of fall
Berlin Wall
§ Based on a user
submitted story
Wall and Chain

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The objectives for the Wall and Chain
campaign in prioritized order
1. Earn a disproportional amount of media
coverage
2. Build brand awareness by being part of
the cultural conversation
3. Drive Social & SEO traffic
Campaign Objectives

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To support the film, the campaign was
launched with
1. Dedicated Microsite
2. Media plan; on- & offline
3. Launch party
Campaign Elements

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§ Animated film
§ Interviews
§ Behind the story
§ Event calendar
§ Wallpaper
downloads
Dedicated Microsite

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TV Media Plan
Fri. Nov. 7 Sat. Nov. 8 Sun. Nov. 9
Week of
Nov. 10
Thurs. Nov. 6
Rise of Berlin Wall
2 units
Today Show
1 unit
Fall of the Wall
1 unit
Weekend ROS
4 units
Fall of the Wall
w/ Fareed Zakaria
7 units
Today Show
1 unit
Pivot ROS
10 units
Weekend ROS
17 units
BBC ROS
10 units
25 unit ~12 units ~18 units 20 units24 unitsTOTAL TV Units
1,608,000 62,000 1,132,000 NA80,000
TOTAL P25-54
TV Imps*
Pivot ROS + Take Part Live (w/ billboard sponsorship)
48 units

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§ Worked with
Aimclear
§ Created ~80
segmented
audiences
§ http://tnc.io/Social-pr
Social Amplification Plan

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Launch Party – West & East side

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Launch Party – West & East side

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Results

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Media Hits Around the World

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§ Webby Award
§ AD&D Graphite
Pencil Award
§ US Search Award
§ Creative Showcase
TheDrum
Results: Awards

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