Final Airbnb Project
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| Kahlita Finger | Dana Hilgers | Noah Klayman | Victoria Scarpa | Natalie Soga |
24+ digital and linear properties
Reach in 40+ Countries
Targeted audiences using Audience Now
Specifically targeted social media content using Turner Launchpad
P18-49 years old
Source: Airbnb Summer Travel Report: 2015Value Experience
Travel for Events
Airbnb Goals Increase brand awarenessDrive traffic to Airbnb.com Turner Opportunities
Airbnb Goals Increase brand awarenessDrive traffic to Airbnb.com Turner OpportunitiesProduce a sponsored Impractical Jokers episode and branded content to generate conversation
Airbnb Goals Increase brand awarenessDrive traffic to Airbnb.com Turner OpportunitiesUtilize the E-League property to create a custom multiplatform sponsorship package that effectively displays the Airbnb brand Produce a sponsored Impractical Jokers episode and branded content to generate conversation
Airbnb Goals Increase brand awarenessDrive traffic to Airbnb.com Turner OpportunitiesUtilize the E-League property to create a custom multiplatform sponsorship package that effectively displays the Airbnb brand Become an Official Corporate Partner of the NCAA and execute a March Madness contest
Produce a sponsored Impractical Jokers episode and branded content to generate conversation
Top 5 Ranking for Both Men & Women IMPRACTICAL JOKERSUpscale AudienceMedian Age: 3225% more likely than the average viewer to recommend vacation travel options Likely to spend between $1,000 and $2,999 on domestic travelVery likely to take a travel vacation abroad within the next 12 monthsSource: Live +7 data for Summer 2015 (6/1/15). 2015 Doublebase GfK MRI weighted to Population (000), Cable And Satellite Networks - truTV/Impractical Jokers Watched last 30 days
Ever wonder what its like to live the Joker lifestyle? Wonder no more!
Sal, Joe, Murr, and Q will become honorary rental host to unsuspecting Airbnb rental families at a vacation ski resort. Get ready for a whole new level of hilarity, one-of-a-kind jokes, and all around madness as the Jokers transform this ordinary ski rental into their personal playground!
We DARE you to join us for this epic trip!
Sponsorship Opportunities:Custom Branded Content Across All Platforms Presenting sponsorship of Ski Resort StayProduct Integration in Jokers Pranks/JokesInteractive Social Engagement during Content Airing
Livin La Vida Joker!
Digital & Social MediaCustom Branded ContentOn-Site
Exclusive sponsorship of Jokers On-Site Activation
Includes branded signage and custom giveaways
Creation of multiple long-form content pieces featuring the Jokers (custom dares, on-site content, etc.)
Potential for short-form content creation for commercial pods
Branded content pieces to be pushed out via Turner Launchpad to Twitter, Facebook, and Instagram
Custom in-app opportunities
E-LEAGUE: VALUABLE AUDIENCE
Millennial GenerationM: 18-34 years old897M minutes of Video Consumption25M Live Video Streams on Twitch
TBS Viewership: 19MNew TBS Viewers: 3.4M
5M video views 60M social impressionsSource: http://www.e-league.com/news/2016/7/31/first-season-video-consumption
E-LeagueTVS BIGGEST E-SPORTS LEAGUE IS BACK FOR AN ALL NEW SEASON OF HIGH INTENSITY VIDEO GAMES AND HEARTY COMPETITION WITH TONS OF NEW OPPORTUNITIES FOR SPONSORS TO GET IN ON THE ACTION!
Sponsorship opportunities include:
Pregame Sponsorship Package
Digital and Linear integration
Players Lounge On-Site Activation
E-LEAGUEPregame Sponsorship Package
Available on Twitch
Air on Facebook Live to extend reach
Branded element within broadcast
Social promotion on Twitter and Facebook
Linear Integration:30 Co-Branded vignettesPremium, uncluttered environment Digital Integration Exclusive Twitch live streamSocial posts across Facebook, Twitter, and InstagramCustom Content: E-League ReplaysTitle sponsorshipLogo placement High SOVOfficial mentionsE-LEAGUE
An immersive media technology changing the way a viewer interacts with any platform of media70%-300% Increased Viewer Engagement 3x Higher Click Thru Rate30% Increased Repeated View Rate Source: http://www.360usa.com/InteractiveVideoFactsheet.pdf
Teammates To Housemates: E-League Edition
You watched Virtus.Pro work together to win the championship, but have you ever wondered what theyre like behind the scenes?
In this featured custom branded content, we will see how these teammates get along once the action is over!
E-LEAGUEPlayers Lounge On-Site Activation
Promotional Products During Live Event these products will be handed out to audience
Players Lounge and Interview AreaAirbnb tailored have blankets, slippers, and neck rest in loungeBackground of Airbnb on wall
On-Site Tutorials with giveaways
What is the NCAA?24 Sports19,000 Teams480,000+ Student-Athletes
500 Live Telecasts90 Championships821 Championship events per year
NCAA Action All Year Long!Year-Round Activation AUGSEPOCTNOVDECJANFEBMARAPRMAYJUNJULFootball(M)VOLLEYBALL(W)SOCCER(M/W)FIELD HOCKEY(W)TENNIS(M/W)CROSS COUNTRY(M/W)ice hockey(M/W)SWIMMING & DIVING(M/W)BASKETBALL(M/W)WRESTLING(M)GYMNASTICS(M/W)WATER POLO(M)INDOOR TRACK(M/W)TENNIS(M/W)Baseball(M)SOFTBALL(W)LACROSSE(M/W)BEACH VOLLEYBALL(W)OUTDOOR TRACK(M/W)ROWING(W)
The Official Alternative Accommodations Services Supplier of the
Airbnb: The Official Alternative Accommodations Services Supplier of the NCAAPartnership includes:
Camera visible signage at all NCAA Mens Tournament games
Use of NCAA trademarks, logos, and championship footage for themed advertising and promotions
Opportunity to create custom digital enhancements across March Madness Live, NCAA.com and BleacherReport.com
Social posts across Facebook, Twitter, and Instagram
Travelled for vacation in the last 3 months138Shopped Online for Vacation Packages in the last 6 months160Spent $7000+ on Domestic Vacations (last 12 mo.)127Spent $8000+ on Foreign Vacations (last 12 mo.)129
NCAA Tournament Reaches Travelers On-Air and OnlineTotal Viewers (P2+) - IndexINDEXED vs. A18+Source: Nielsen Media Research/MRI Fusion data thru Toolbox. 2016 NCAA Tournament on TBS/CBS/TNT/TRU. Based on Live +7 data stream, 1 minute. Nielsen Online @Plan, Q1 2015; Nielsen MRI/NPM Data Fusion, March 2015 (cruise last 3 years, carnival); qualifier. Index based on P2+ composite reach%.
2016 MARCH MADNESS REACHED A MILLENNIAL AUDIENCE28.2MDigital Multi-Platform Audience A18-34Source: comScore Media Metrix; Multi-Platform; March 2016.Reaching 38% of ALL A:18-34 Online
March Madness brings Big Social Lift!
64 MillionTotal Social Engagements For Corporate Partners/Champions During Tournament +17%Increase in Conversation Volume Surrounding Corporate Partners/Champions
Source: ListenFirstMedia, 3/15/16 4/4/16, benchmarked against 3/14/15 3/14/16 20-Day AVG; Social Engagements across Facebook, Google+, Instagram, Twitter, Tumblr, & YouTube; Conversation measured across Twitter, Facebook, and Tumblr;
#BeLikeBarkley Final Four ContestSponsored By:
#BeLikeBarkley Contest for Trip to Final Four
Upload your best Charles Barkley impersonation video tagging @Airbnb with the hashtags #BeLikeBarkley and #NightAt
Chance to win a one-night stay at Charles Barkleys Scottsdale mansion!
Airbnbs #NightAt campaign
60M+ Monthly Uniques5.7 M Followers2.8M Followers2.8M Followers
Social Media Entries
Social Media Entries
THANK YOU!Ben Rabunski
Brittany RiveraBrad Quinn
Elliott KarpJessica Boiardi
Marie Elena Cella