Solving #SochiProblems
Award: Wood Pencil
Wood Pencil / Direct / Direct Response/Digital / 2015
During the 2014 Winter Olympics, journalists used the hashtag #SochiProblems while tweeting about the harsh accommodation in the city. Airbnb reacted by tweeting directly to journalists with available local Airbnb listings. Making a massive impact around the Olympics, Airbnb's smart social media marketing tactics led to Sochi 2014 being labelled the Viral Games.
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