To celebrate the launch of its Trips platform, Airbnb have invited people around the world to participate in a unique way via Facebook Live.
Bringing together where you stay, what you do and the people you meet all in one place, Trips is a people-powered platform designed to make travel both easy and magical, according to Airbnb.
Trips has three key areas – ‘Experiences’, ‘Places’ and ‘Homes’, with ‘Flights’ and ‘Services’ to be added in the future.
To properly demonstrate the ‘Experiences’ part of its new Trips platform, Airbnb invited people around the world to participate via a one-day Facebook Live feed named ‘We Are Here’, where people could surf in LA, learn about authentic Venezuelan cooking in Miami, take part in performance art in Paris, experience live street dance in Seoul, transform themselves in Tokyo, and save the ocean in Cape Town.
Created with the help of Facebook Creative Shop and Radical Media, the immersive experiences are presented in helmet-mounted, first-person perspective. The videographer is you, the Airbnb guest. The three to five-minute pre-rolls are pre-recorded, with the experience itself filmed live at each of the six locations.
Airbnb CMO Jonathan Mildenhall said that as Airbnb launches a range of products that enables unique experiences around the world, it is important that the company leads change and re-invents the way it approaches experiential marketing.
“We are creating unique experiences that are lived by a few, shared by millions and encourage participation from around the globe,” he said.
Kelly Stonelake, creative director at Facebook Creative Shop, said Facebook Live and ‘We Are Here’ enable a platform for the audience to participate and see it reflected in the story playing out in front of them.
“This is a new creative frontier,” she said.