The Recipe to Airbnb's Viral Marketing Sauce: Use Contests to Crack PR & SEO
What do an IKEA store, a KLM airplane, Warren Buffett's home place, the Galleries Lafayettes in Paris, the Chenonceau Castle of Catherine de Medici, Gaudí's Casa Batllo, a Waterstone Library, the Sepang International Circuit, the Sydney Cricket Ground and Iniesta's vineyard have in common?
Simple: Airbnb's formidable marketing strategy.
It might not be that obvious, but as part of a wise PR and marketing campaign, over time Airbnb has been publishing on its site a few contests disguised as traditional listings, gathering the interest of its users, but also cleverly creating relevant content that almost any news site loved to write about.
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