Airbnb creates 'pay it forward' social media campaign

The company is rewarding 100,000 customers for demonstrating a "unique act of kindness."

Airbnb will give 100,000 customers $10 as part of a campaign in which it is asking people to use the money in a "unique act of kindness" with the ultimate goal of inspiring others to join in, "pay it forward," and connect strangers.

Airbnb will give away $1 million as part of the #OneLessStranger campaign, encouraging people to use the funds for acts of kindness – for example to plant seeds or flowers in a community garden, buy supplies for local community centers, or feed those in need.

It is asking people to get involved and share their experience on Twitter to create an "ongoing initiative." The company will showcase consumers’ efforts on a dedicated microsite.

Airbnb CMO Jonathan Mildenhall said, "The New Year is always a good time to take a step back and evaluate where you are on your journey and what you aspire to do."

"For Airbnb, hospitality is personal, and we are committed to spreading a sense of belonging far and wide. What better way to showcase that than by inviting our global community to extend a gesture of hospitality to a complete stranger?" he added. "Today, we asked our passionate and wildly creative community to see what they will do, and watch how they inspire others to pay-it-forward with #OneLessStranger."

Brand: Airbnb
Agency: Internal Airbnb team

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