Amplify Airbnb’s ‘Night At’ Abbey Road activation across broadcast channels and drive contest sign ups. The ‘Night At’ experiences, which give people the chance to win the sleepover of their dreams, are a key part of the brand’s listings strategy.
‘Night At’ Abbey Road was Airbnb’s most magical musical experience to date, with an access-all-areas overnight stay at the legendary Abbey Road Studios hosted by DJ, singer, songwriter and St John’s Wood local Mark Ronson.
Our dynamic content creation strategy brought the history of the studio and the once-in-a-lifetime competition to life, driving broadcast coverage across European online and broadcast outlets. We also used Mark for onsite interviews at the iconic studio.
We secured 15 pieces of coverage, including MTV, BBC Radio 1 and CNN Online, with a reach of 55 million.
Off the back of the success of the campaign, we were briefed to capture content for another ‘Night At’ activation, a night’s stay in Dracula’s Castle in Transylvania.