Creating a partnership between product and platform
Airbnb and Converse partner for a designer-curated experience that leverages the strengths of both companies while exploring new directions for growth.
Team
Sahana Srivatsan
Abhishek Shankar
Challenge
In this three-week project, our team was asked to propose a partnership between a platform-based company (Airbnb) and a traditional, product-focused company (Converse). The solution needed to serve the interest of both companies and be a new, compelling offering. While this project was undertaken with these companies in mind, it was not completed in partnership with either company.
Solution
My team proposed a series of app-led experiences curated by artists or designers from 10 major cities. The same artists/designers would create a city-specific collaboration shoe with Converse. The shoes and experience would be cross-marketed by both companies. When travelers booked their Airbnb, they would have the opportunity to purchase a pair of the collaboration shoes which would be waiting for them at check-in. The Airbnb app would be used to lead travelers on a walking tour through the city with stops suggested by the designer of their shoes. These shoes would be RFID-enabled and could be used to access exclusive events or locations as well as receive promotions or other perks as a part of the curated experience package.
Results
If implemented, this collaboration would provide the opportunity for Airbnb to explore goods distribution through their rentals. Curated, app-led experiences are another new opportunity for Airbnb to test and perhaps expand in the future. Integrating "social media stops" for travelers taking part in the experiences would be a good opportunity for marketing for both companies.