Airbnb Contestants Win Unforgettable View of Solar Eclipse

Posted on by Patty Odell

If only every piece of marketing could have the engagement that Monday’s total solar eclipse did. It cost employers a reported $694 million in lost productivity as employees’ attention turned from computers, stocking shelves or hawking cars to the skies above.

An inside view of Airbnb’s geodesic

There has been plenty of hype in the run up to the event and brands wanted in on the action. But, at times, particularly with massive events like the solar eclipse, brands sometimes can’t do it alone. Such is the tale of the partnership between Airbnb and National Geographic.

One—Aribnb—had plenty of access to the locations where the best viewing could be found. The other—National Geographic—had the expertise in such events, capable of explaining the phenomenon and making sure that no one participating got their eyes burned out.

The lucky recipients of this partnership were two people who won the “Eclipse Contest” to spend a night in a geodesic dome in the Oregon wilds, the very site where the solar eclipse began its journey across the U.S. As PR News reported, the event was streamed live on Facebook with Nat Geo experts.

“Night at Solar Eclipse” is just one of a host of “unforgettable stays” that Airbnb promotes to its registered members through contests. For example, two couples won a night at the top of Holmenkollen, where there are views of the arena that hosted ski jumping daredevils from all over the world, including those visiting for the World Championships and Winter Olympics. In another stay, four friends were spent “A Night at the French ski resort Courchevel,” staying the night suspended in a cable car-turned-luxury apartment, 9,000 feet above the ski slopes. Talk about ski-in-ski-out!

Check out these cookie brands that got creative with the Solar Eclipse on social—Source: SocialBakers

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The Differences Between Brand Experience, Experiential and Events


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by Patty Odell

Damon Swenson, Brand Activation Manager at Dr Pepper, on crafting a retail program using custom labels tied to Millennials’ passion points and lifestyle interests like fashion, music and pop-culture. He presented his case study at Marketing to Millennials 2017.