In last post about collaboration in retail I mentioned the case of Swedish furniture brand Ikea partnering in Australia with Airbnb to allow a group of customers to sleep in its Sidney store. This has not been the only case of such a partnerships. During last year, some Airbnb guests have been able to rest on a KLM plane or at the Galeries Lafayette in Paris. There’s a future chance to spend the night at the Holmenkollen ski jump skiing in Oslo (Norway).
More recently, Chicago Bulls and Airbnb partnered on a promotion to allow one fan and a guest to sleep in the United Center following a game. The Bulls redesigned the owner’s suite equipped with a bed, dining room table, and TV (although guests could chose a movie to be shown on the team’s giant video screen). The Bulls even hired a cook to make a very special breakfast in the morning.
For a hospitality brand as Airbnb with not a single room among owned assets, it’s being a very clever and successful promotion to show how they can offer what no hotel chain can offer: unique experiences in accommodations all around the world. A promotion hard to imagine if not thanks to a collaboration between two brands with a win/win outcome, a co-creation process concerning a global brand wanting to be known in every possible local market and another local brand interested in being exposed to the world.
So we were really glad when we knew Casa Batlló in Barcelona and Airbnb agreed to a similar partnership giving two guests the chance to spend the night in one of the most mythical and iconic landmarks in the city. First of all, because this modernist architect Gaudi masterpiece building is owned by a Co-Society fellow (consider this a disclaimer). But also, because in this case, besides the partnership between two companies, the initiative also included some other elements of co-creation and co-innovation.
The contest to win this unique experience was not a mere lottery. It was created to tie in with Mobile World Congress, which took place in Barcelona during those same days, and linked to the “Entrepreneur hosts Entrepreneur” program in which entrepreneurs who travel to Barcelona to attend the event could sleep in the homes of other local entrepreneurs. Casa Batlló wanted Gaudí to be one of these local entrepreneurs and invite home not any tourist but somebody who could show the same out of the box thinking that made the host unique. To qualify for the award, the applicants must “Write to host” and propose an original idea of how to leverage mobile technology in the building, built between 1904 and 1906.