Airbnb + Contest
Airbnb turns their target audience into brand ambassadors with a Strutta contest.
Airbnb, an emerging global network of accommodations offered by locals, wanted to increase brand awareness and drive traffic to their website.
SOLUTION + STRATEGY
In the Destination Honeymoon contest, Airbnb teamed up with Honeyfund.com to send two lucky couples on a once-in-a-lifetime dream honeymoon. Couples entered by submitting a photo of themselves and answering a few questions that showed their personalities and demonstrated their interest in Airbnb.
Using Strutta’s Contest platform, Airbnb gained:
- a high level of control over the contest’s look and feel
- a secure daily voting system
- the option to launch as a microsite at a customized URL
Airbnb’s strong branding was reinforced using the CSS style kit in Strutta’s Contest PRO package. The contest’s creative assets and elements were also used in promotional materials for emails, PPC ads, and ads across blogs and social networks.
Given the contest’s high valued prizes, Airbnb needed a secure daily voting system to ensure fair play and brand integrity. Strutta’s proprietary Fraud Guard system allowed Airbnb to monitor all votes and stay on top of any suspicious activity.
Airbnb launched as a microsite at a subdomain of airbnb.com. This allowed for a seamless user experience plus Airbnb’s team was able to track all traffic, referrals and activity on the contest site through Google Analytics.
- 240 entrants acted as Airbnb brand advocates
- On average, each link shared on Facebook, Twitter or email got 16 clicks
- 10,299 votes were cast in one month