In our weekly round-up series we look at clever campaigns from Airbnb, Jose Cuervo and Fisher-Price.
Airbnb – #OneLessStranger
Travel brand Airbnb have taken user-generated content to a new level. Beginning on New Year’s Eve, they’re giving 100,000 of their hosts $10 with the instruction that they use it for a random act of hospitality and share photos and videos of the acts themselves with the hash tag #OneLessStranger. The campaign launched with videos featuring comics, athletes and musicians sharing their random acts of kindness, all adding to the effort to legitimize the brand and attract users in major territories by fostering a sense of generosity across its community.
Jose Cuervo – Auld Lang Syne
New Year’s Eve is a night of fireworks, celebrations and bubbles. Unless Jose Cuervo has anything to say about it. With a bit of DIY, they’ve taken a vacuum, a carousel, a gramophone and 57 of their iconic bottles and created a machine that plays “Auld Lang Syne” by pushing air over the necks of the bottles, each filled to a level that produces the right note. It’s an endearing and unusual take on a classic tune, in an effort to steal some of the limelight from champagne. The video is supported by behind the scenes Vine and Twitter content.
Fisher-Price – Best Possible Start
Wasting no time in 2015 is Fisher-Price. Across the last hours of 2014 and the start of 2015, the toy brand filmed newborns across 7 countries (Bangladesh, Brazil, Japan, Kenya, Mexico, Poland and the U.S.) with the wishes their parents have for them. The adverts were turned around within 24 hours for a genuine and authentic message of wishing the best possible start for your new baby. The brand want their community to engage with the campaign using the hash tag #WishesForBaby as it kicks off this year.
Over to you.
What do you think? Have you spotted any good campaigns?