9th Annual Shorty Awards Categories

All finalists have been announced, stay tuned for more updates about the 9th Annual Shorty Awards on April 23, 2017

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

Airbnb’s National Park Backyards

Finalist in North America, Facebook Live

Objective

It was the 100th Anniversary of North America's National Parks and with so many homes in and around them, Airbnb wanted to join in the celebrations. But, with so much noise on the internet to distract people, how loud would we have to be to break through? Actually, not loud at all. Turns out the most disruptive idea, was actually the quietest. A Facebook Live stream from Airbnb's beautiful backyards: National Parks.

Strategy

We rose to the technical challenges of Internet connections and tech installations in remote locations. Our goal? to take stunning views from our beautiful National Park backyards to overstimulated people. In promoted posts on Facebook, we targeted people who really needed a break from the social noise, and gave them some peace and tranquility in their social feeds. From a sunrise in Yellowstone...to an afternoon in Joshua Tree... To a calming sunset in Acadia. And with no actors, retouching, editing or special effects, we really got people talking. In the end, through Airbnb, we let nature do the talking.

Results

Just two weeks after Facebook Live launched, we earned over 2.5m total impressions in just 12 hrs. And turned some of the most peaceful views in America into the most peaceful news feeds. On our social channels, we switched the conversation from customer service requests, to an unprecedented +98% sentiment and inspired over 260,000 people to consider a vacation with Airbnb at one of our National Parks homes

Media

Video for Airbnb’s National Park Backyards

Produced by

Airbnb and TBWA\Chiat\Day

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, Vine and the rest of the social web.

The 9th Annual Shorty Awards will be held April 23, 2017 in NYC and streamed to the public.