Case Study Four: Airbnb Wall and Chain (United States of America)

Karen E. Sutherland () and Richie Barker ()
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Karen E. Sutherland: University of the Sunshine Coast
Richie Barker: Deakin University

Chapter Chapter 11 in Transmedia Brand Storytelling, 2023, pp 223-243 from Springer

Abstract: Abstract The final case study focuses on a transmedia brand storytelling campaign for global travel accommodation brand Airbnb. The campaign, which launched soon after Airbnb’s rebranding in 2014, celebrated the 25th anniversary of the fall of the Berlin Wall. It aimed to increase brand awareness by deepening the audience’s understanding of and relationship with Airbnb to showcase its brand mission with a large focus on the European market.

Date: 2023
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DOI: 10.1007/978-981-99-4001-1_11

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