For six days, travel rental site Airbnb solicited shots for Hollywood & Vines, a short film composed of Vine videos that it says is not a marketing campaign but rather an effort to get its community more involved.
According to the brand, it is the first short film directed through Twitter and crowdsourced through Vines. The best shots will be selected and combined into a five-minute film that will air on the Sundance Channel on September 12 and on the Hollywood & Vines site on September 13.
According to an Airbnb representative, the initiative yielded hundreds of submissions, including one from actor Adam Goldberg, who, per movie database IMDb, is known for roles in Saving Private Ryan, A Beautiful Mind and How to Lose a Guy in 10 Days. @TheAdamGoldberg also tweeted about the effort to his 10,000 followers. The campaign has also drawn the attention of actor Ashton Kutcher, who promoted the effort to his 14.7 million followers.
From August 22 to 27, Airbnb says its director delivered shot instructions via @Airbnb. Participants simply shot corresponding Vines, tagged them with #AirbnbHV and #S[shot number] and shared them on Twitter. @Airbnb has 162,000 followers.
Each day, Airbnb shared about 10 shots for a total of 44, per its last tweets on August 27.
The daily shot list includes: “Near an open window, multiple pieces of paper begin to fold themselves into paper airplanes,” as well as, “Shoot a paper kite high in the sky. Then shoot POV of the kite looking down at the person flying it,” and “An origami bird approaches real birds. Cut to birds flying away!”
The shot list also includes so-called Bonus Shots, like, “2 second Selfie Vine!”
Participants whose shots are included in the final product will receive a $100 Airbnb coupon.
“In the end, Airbnb and the global community will help create a story of travel, adventure and finding your place in the world,” the brand says.
Airbnb says it offers accommodations in 192 countries.
A rep says Airbnb is assessing submissions as they come in, but has given participants a 48-hour window following each direction to participate.
“They have a multilayer editorial process in place to make sure that the scenes they end up picking will tell the final story as beautifully as humanly possible,” the rep adds.
According to the brand, winners will be chosen based on originality and creativity, Vine quality and clarity and compliance with director’s instructions.
“Originally, they were looking for interesting ways to galvanize the Los Angeles community around the ‘spirit of Airbnb’ – that is, creating amazing experiences and stories through sharing. They landed on the idea of Hollywood & Vines, and realized they could create a much bigger, more beautiful story if they invited their global community rather than just Angelenos,” the rep says.
“They realized that this was something that had never been attempted: not an ad, but a true work of art. It was a chance to use a new form of technology to explore the boundaries of collaborative creation.”