With millions of Americans excited to witness the first total solar eclipse visible across the entire United States in 99 years, many brands were vying to capture consumer attention relating to the rare natural phenomenon.
Airbnb had recently launched its “Night At…” series, allowing Airbnb users the chance to “win the sleepover of their dreams” by transforming iconic spaces into homes for just one night. A high profile custom execution and contest leveraging the “Great American Eclipse” and National Geographic’s expertise and reach would likely drive greater awareness and participation in Airbnb’s “Night At…” series.
Airbnb and National Geographic embarked on a ground-breaking partnership incorporating key expert National Geographic Explorers, one-of-a-kind lodging, contest promotion, extensive social media integration, and even a private jet experience.
Nat Geo/Airbnb Eclipse livestream generated 3.5M views, making it the highest peak viewership Nat Geo had seen at that time across all social channels.
Eclipse livestream was featured on the YouTube homepage.
Total 126M total impressions across National Geographic’s YouTube, Twitter, Facebook, and Instagram accounts.
Tafreshi’s exclusive photo taken from the “Night At…” plane was Nat Geo’s most-engaged social post, garnering 20M+ impressions for a single image. Tafreshi’s total Instagram activity garnered 85 million total impressions with Airbnb was tagged throughout.
PR surrounding the campaign earned an additional 4M coverage views across major media outlets