How Airbnb crashed the Oscars and out-Twittered official sponsors

Reed Karaim

Airbnb, the online hospitality company, leveraged Twitter to insert itself into the Academy Awards, despite being locked out of the event as an official advertiser.

The Academy Awards remain a night when much of America gathers around the television to see who wins what.

Rachael Haley, global connections strategy lead, Airbnb

But, in 2016, Airbnb found itself locked out of the party: Ads on the live performance were going for a record $2.5 million for a 30-second spot, and Airbnb wanted to buy in. But with Hyatt Hotels Corp. locked in as one of the event’s official sponsors, the digital brand renowned for its alternative-housing offerings developed an alternative marketing strategy.

The Academy Awards carefully protect their own property and the event’s partners. So...

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