Being shut out of broadcasting on TV resulted in the making of one of Airbnb’s most engaging and successful campaigns. #LiveInTheMovies was launched on prime time social around the Oscars with a :60 spot, we then “crashed the Oscars” by live-tweeting the show and matching winning films with Airbnb listings, all in real time. The results far outweighed the media and production spend with:

• 63 million impressions
• 1.3 million video views with a completion rate 50 percent above average
• Beating paid Oscars sponsors and advertisers, reaching number two in visibility on Twitter
• 6.5 times the new followers on Twitter versus daily average
• #LiveInTheMovies generated more user-generated content than any other brand during the Oscars
• And also picked up a multitude of Awards from Cannes Lions, The One Show a Twitter Gold.