Airbnb is giving cinema goers the opportunity to see its latest global campaign in 3D during Finding Dory sessions in Australian, US and UK cinemas.
The ‘Live There’ campaign launched in April and urged travellers to embrace local culture and avoid tourist traps. It is the largest marketing campaign from the online rental service.
The cinema activation is a collaboration between Starcom MediaVest, Finch, Hoyts and Val Morgan.
By using Finch’s patented 37 degrees technology, viewers are able to see two alternative views of the same travel experiences when watching the ad in-cinema and wearing Airbnb branded 3D glasses. The change in viewing perspective reveals the different travel experiences offered at the same location.
Finch founder Rob Galluzo says the technology encourages conversations and gives audiences the power to switch between films helps drive the idea of choice.
Val Morgan national sales director Tristan Wyse believes the campaign marries the idea of technology and imagination.
“The activation inspires travellers to reimagine what it is to travel by showcasing the authentic experiences made possible through Airbnb,” Wyse says.
Earlier this year, AdNews spoke with Airbnb global CMO Jonathan Mildenhall on the role of Airbnb as a disrupter brand. Read more here.
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