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