Elevate our positive reputation at Sundance as a supporter of filmmaking and earn a disproportionate amount of conversation from the festival.
Build anticipation and engagement pre-event, earn attendance and create a drumbeat of consumer sharing during the festival, and strategically develop content and a strong distribution plan from these unique experiences that allow us to create much broader engagement with film fans globally, beyond the festival dates.
Goal:
The Sundance Film Festival brings the most original storytellers together with the most adventurous audiences for its annual program of dramatic and documentary films, shorts, New Frontier films, installations, performances, panel discussions, and dynamic music events. Year after year, the Festival pursues new ways to introduce more people to the most original and authentic storytelling.
But as Sundance has grown in popularity, the massive crowds of people have led to long lines, limited access to showings, and invite only parties. In other words, Sundance is a tough place to feel like you belong. Since 2014, our activations at Sundance have provided a respite from the 'scene' and created a sense of belonging for attendees and locals alike.
In 2016, we broadened a sense of belonging to our entire community and beyond. We invited everyone to share stories of the local characters in their life that create a sense of belonging. By showcasing local characters, we provided a deeper understanding of the Airbnb community. Beyond homes, Airbnb connects people with locals and their neighborhoods. A celebration of people, more than just place.
The stories of our community where showcased at the Airbnb Haus and visitors were encouraged to share their own stories live via #AirbnbSundance.
The result was a event driven, created, experienced, and shared by our community.
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