Airbnb Plans Vine Movie Shoot

Although many marketers have been doing creative work with Vine, Airbnb is taking it to the next level: making the first ever movie created with the app. The campaign — called “Hollywood and Vines” — brings consumers together through contributed 6-second clips that will be edited into a short film about traveling and adventure. From August 22 through August 25, Airbnb will deliver “shot instructions” via Twitter at @airbnb. Participants pick a shot, shoot a Vine, and shair via #airbnbhv. The best Vines will be shown on the Sundance channel, and the users whose Vines appear in the film will get a $100 credit for an Airbnb stay. It’s a big step forward for the social medium and socially focused campaigns; it’s worth keeping an eye on.