jay baer

Airbnb yesterday launched a short animated film aligned with two things: the 25th anniversary of the fall of the Berlin Wall, and a traveler-inspired story of “belonging anywhere.” “Wall and Chain” tells the story of a woman named Cathrine who in 2012 brought her father back to Berlin for the first time since he’d left decades prior, before the fall of the Wall. Cathrine’s father, Jörg, had been a guard in West Germany. In Berlin, through Airbnb, Cathrine and her father booked a place with a friend of Kai, once a guard on the opposite side of the wall, in East Germany. See the result in this short but powerful film: Wow, right? So how did Airbnb hear Cathrine’s story? Why did it select this story? How much did this cost, anyway? And what are the broader lessons content marketers take from belonganywhere? I asked Dennis Goedegebuure, who led the […]