4.5M Impressions | 50,0000 Site Visitors | 1 Unique Airbnb
An unlisted Airbnb above Melbourne that 65,000 people tried to find.
Built as a unique stay, social game and content platform for Dyson and Airbnb.
Problem
Launch the new Dyson V6 and announce Dyson’s partnership with Airbnb in a highly talkable way, using a “unique stay” that felt worthy of both brands.
Idea
The Hidden House, an unlisted geodesic dome apartment built on top of a Melbourne skyscraper, packed with Dyson products and design icons, that you could only stay in if you solved a two week location hunt.
How it worked
• Designed and built a secret Dyson x Airbnb home on the roof of a city building, listed as a hidden stay on Airbnb
• Released daily clues over 15 days through Dyson’s Facebook page and an interactive map, asking people to drop a pin where they thought the Hidden House was located
• Rewarded the first person to pin the correct rooftop with a premium overnight stay and experience inside the Hidden House, captured and shared as content
Results
• Generated over 4.5 million impressions in two weeks
• Attracted more than 50,000 site visitors and over 65,000 individual pins dropped
• Created a highly shareable hero for the Dyson V6 launch and the Dyson x Airbnb partnership