Final Airbnb Project

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Transcript of Final Airbnb Project

PowerPoint Presentation

| 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

2

P18-49 years old

Source: Airbnb Summer Travel Report: 2015Value Experience

Travel for Events

WE EXPERIENCES

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

Recap

ON

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!

Sponsorship Opportunities

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

Recap

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!

E-LEAGUE

Sponsorship opportunities include:

Pregame Sponsorship Package

Digital and Linear integration

E-League Replays

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

360Ad

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

Recap

What is the NCAA?24 Sports19,000 Teams480,000+ Student-Athletes

500 Live Telecasts90 Championships821 Championship events per year

2017NATIONALNCAACHAMPIONSHIPSANDREGIONALEVENT LOCATIONS

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

Contest Voting

Contest Promotion

60M+ Monthly Uniques5.7 M Followers2.8M Followers2.8M Followers

Social Media Entries

Social Media Entries

Recap

THANK YOU!Ben Rabunski

Nick Berti

Katy Mollica

Erica Cardillo

Matt Kevy

Christine Rochford

Eric Schwartz

Brittany RiveraBrad Quinn

Connor Oberst

Jane Ostrau

Karl Rosen

Dominic Caponi

Matt Puzio

Jennifer Dill

Elliott KarpJessica Boiardi

Tripp Sommese

Jeremy Menninger

Josh Sherman

Reid Colligan

Marie Elena Cella

Hillary Simon

Dan Nott

Corey Goldstein

Questions?