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| Author | Zoe Aresti |
Airbnb is set to launch a media first in UK cinemas this weekend taking its ‘Live There’ campaign to the big screen with the use of a revolutionary technology called 37 degrees.
Created by Finch Australia and developed in collaboration with TBWA\Chiat\Day, Starcom Mediavest Group and Digital Cinema Media (DCM), the work offers a unique viewing experience via bespoke 3D-style glasses allowing two versions of the same ad to be watched simultaneously.
With a central focus on three of Airbnb’s most popular destinations – LA, Paris and Tokyo – the ad offers cinemagoers a fantastic interactive experience inviting them to create their own narrative and it will be screened for a limited time only.
The work will air before all 2D and 3D showings of Independence Day Resurgence and The Secret Life of Pets this weekend at the following UK cinema sites:
Cineworld Castleford
Cineworld Edinburgh
Cineworld Glasgow Renfrew Street
Cineworld Milton Keynes
Cineworld Sheffield
Odeon Gateshead Metro Centre
Odeon Liverpool One
Odeon Manchester Trafford Centre
Vue Birmingham Star City
Vue Bristol Cribbs
Vue Stratford
Vue Westfield
To experience the activation and witness a world exclusive for cinema advertising, visit one of the above locations on Friday (24), Saturday (25) and Sunday (26 June) and see the ad make its UK debut on the big screen.
For more information on the campaign please contact your innovations representative or email DCM's head of innovation, Jeremy Kolesar.
View the original broadcast ad for the Live There campaign below.