Airbnb’s #NightAt Sleepovers: A Great Opportunity for Brands


Airbnb Abbey Road Studios

Abbey Road has seen its share of musical history. It was the home of pretty much the entire Beatles recording sessions while also being the place where Pink Floyd created Dark Side of the Moon, Oasis made its Be Here Now and Lady Gaga recorded Born This Way. (Not to mention that it’s also the place that Naked Eyes created its hard-to-get-out-of-your-heard-once-you’ve-hear-it version of Always Something There to Remind Me. Sorry.)

Now anyone might be able to create their own piece of music history at the place, thanks to Airbnb. The brand that has been promoting itself through a series of innovative sleepovers and now it is adding Abbey Road to the list.

A contest winner and three friends will get to stay at the famed studio for one night and be hosted by producer/DJ Mark Ronson, the man responsible for such things as Bruno Mars’ Uptown Funk, Adele’s Rolling in the Deep and Amy Winehouse’s Rehab, among plenty of other classics.

To join the party, those interested had to write to Airbnb by Oct. 6th to share which song they wish they’d seen recorded at Abbey Road and why. Winners will be put up at the studio and flown in from wherever they are in the world.

Airbnb Abbey Road Studios

Billed as #NightAt branded experiences, the sky’s the limit when it comes to Airbnb’s sponsored promotional getaways. Take the partnership with the Art Institute of Chicago to recreate the bedroom in famed Van Gogh painting; Airbnb members could spend the night dreaming of Van Gogh (and whatever else they chose).

Airbnb Vincent Van Gogh Bedroom

Last month, Airbnb offered a unique sleepover at an indie Brooklyn record store with the backing of the Sonos consumer electronics audio brand.

A recent Audi ad featured an actual Airbnb location in Death Valley. The commercial offered viewers the chance to stay at the desert outpost and drive an Audi to boot at one of its most desolate, but certainly memorable, locations in America.

Promoting the return of one of its most popular original series, Cartoon Network is offering a #NightAt Grandpa Max’s Rust Bucket as a treat for fans of the Ben 10 animated series in the UK:

In another innovative branded guest experience, Taco Bell in Canada is now offering a “SteakCation” in one of its Ontario brick-and-mortar stores. The new Airbnb listing can accommodate one winner and three guests, with two bunk beds and two bathrooms. According to the Airbnb page, festivities include “playing games, watching TV, and, of course, eating plenty of Steak Doubledillas.”

Airbnb Taco Bell SteakCation

Other brands have taken notice. High-end bedding manufacturer Parachute recently created a one-room hotel in Venice Beach, California, that costs about $600 a night and has a two-night minimum.