Airbnb and Flipboard are two brands that are centred around passions. Airbnb, the homestay marketplace, is all about authentic travel experiences. Meanwhile, Flipboard, the social news aggregator, lets readers follow all their passions in one place.
When Airbnb launched ‘Trips,’ a service that allows people to book local Experiences led by local hosts, the pair embarked on a comarketing campaign to go with it. They created bespoke Airbnb Experience Magazines on Flipboard, grouped into four cities. The magazines were made up of immersive Storyboards that stitched together beautiful image galleries, articles and videos that users could explore to their heart’s content. But that’s not all. Users who hit the ‘heart’ on any of these stories would be in with a chance of winning a free trip on Airbnb!
The partners collaborated on an integrated comarketing strategy across the US to drive traffic to the magazines. They used everything from targeted emails and push notifications to display, social and video ads both on and off the Flipboard platform. And they even targeted leads with immersive microsites.
The pair’s goals were slightly different. Airbnb wanted to reach a qualified audience and increase awareness around their new offering. However, Flipboard was keen to get users who hadn’t used the app for a while to dive back into the platform, creating meaningful engagement with their existing users.
Despite their different aims, the partnership was a win for both parties. Followers of Airbnb’s profile on Flipboard went from 0 to 29,000 and the campaign drove around 38,000 visits to Airbnb’s website. At the same time, Flipboard garnered 4.2 million page flips from 440,000 viewers, and the Airbnb Experiences featured were ‘hearted’ more than 69,000 times. Those are some powerful stats!