Airbnb “Bedtime” is the Realtime!

Source: Airbnb

The summer semester for my Integrated Marketing class at NYU has started in full force. Back at it again, and loving it! I've been teaching since 2010, with different classes and different forms, and I always say that I learn as much from the students as they do from me. It's really true!

One of the assignments for each class is to submit what I call "The Week in Marketing" where each student finds something interesting from the marketplace to report on. It could be social content, a video, an event, an outdoor campaign, an article … really anything that they find of interest.

Marketing is a spectator sport, after all!

So for fun over the next few weeks, I'll feature some of their picks here so you can see what captures the students' eyes.

This one here is from Airbnb, and while the video is about a year old, it came back for the start of summer travel for Memorial Day Weekend.

The student picked it because the insight plays out perfectly in the work, and ultimately delivers on the benefit of the Airbnb brand.

Here it is … when you travel with kids, really the only time you get to spend as a couple (or alone) is when the kids go to bed. It's like a sigh of relief, finally. Truth be told, you sometimes wait the entire day to have those few hours (or moments even) at the end of the day when they go to sleep and you can relax on vacation.

But if you are in a hotel room, that free time can't happen because when they go to bed, it's lights out. Their bedtime is your bedtime.

Not with Airbnb!

Insight to benefit, in a carefully crafted video.

Simple, elegant, truthful. Insightful. Compelling.

Does this video get someone to book an Airbnb property instead of a traditional hotel room?

Consumers will be the judge of that!

What's your experience? JIM