Airbnb experiments with Twitter's live 360-degree videos to showcase hidden travel gems
Twitter announced its 360-degree live-streaming feature at the end of 2016, and now Airbnb is one of the first brands to make use of the service.
Airbnb is going live in 360 from locations including Kauai
Having unveiled the immersive campaign at Las Vegas' Consumer Electronics Show (CES) yesterday (6 January), the travel platform is inviting people to explore far-away places from the comfort of their own home by going live in 360 from three locations: London, Kauai, and Detroit.
Twitter's 360-degree video function is linked to the social network's real-time video app Periscope, and while all Twitter and Periscope users can watch the streams only a few select individuals and companies are able will be able broadcast until the feature is rolled out more widely.
Airbnb is using the technology to give people unprecedented access to local communities and to help them go off the beaten track and discover the hidden gems of a city. The push ties in with the travel company's recently-launched Trips app, which offers customers a more in-depth holiday service from experiences to guides and itineraries as well as homes.
"What's unique about bringing Airbnb experiences and homes onto the live space on Twitter and Periscope is that we're able to bring people together," said Jasmine Atherton, Airbnb's head of social for the Americas.
"Airbnb was built on creating meaningful connections with people and having deeply local experiences; live 360 video is a perfect way to bring that to people no matter where they are."
The London tour took place yesterday, however the Kauai and Detroit tours will take place this afternoon (7 January), with the latter enlisting local insider guides to showcase the secret spots that make Detroit special.
Twitter has yet to announce further brand tie-ups on Live 360, but last year the social network inked a slew of streaming partnerships around live events and sports, including a landmark deal to show the NFL's Thursday night games in real-time.