Michael Schaecher – @mschaecherMichael Schaecher – @mschaecher

Overview

SXSW was always big for Airbnb, but we wanted to make Airbnb the talk of 2011′s SXSW. I was tasked with developing and executing a growth campaign that dramatically increased our supply of hosts in Austin, and then ensuring we had sufficient demand to fill it.

I developed an integrated multi-channel strategy based around the already popular Austin idea of “cashing in on SXSW.” The campaign grew the number of Austin hosts by 150% each month in the two months prior to the event and broke company records with over 3,000 bookings for the festival. Inc. Magazine called us the “talk of SXSW 2011″ and our iPhone app won the SXSW Interactive Award for best app.

Things I did

Online Advertising (Facebook, Google, Local Display)
Sponsored Content Marketing
Influencer Marketing
Social Media Giveaways
Flyering
Guest Posting
Guest Welcome Kits
Partnerships
Events

Launch website

Airbnb SXSW Campaign

Airbnb SXSW Campaign