Airbnb Barbie Malibu DreamHouse
Campaign · 2023
Airbnb reported over 250 million social impressions for Ken’s Malibu DreamHouse takeover.
John Schreiber
@johnschreiber · Jun 26, 2023
Spotted this thing from 10 miles away flying over #Malibu today. Is that a.... real life #Barbie Malibu House?? Seems to be. Pink everything... a water slide... floating "KEN" letters. Publicity stunt? Huge Barbie fans? Filming location #BarbieMovie ? Who knows. @KCALNEWS
Film Updates
@FilmUpdates · Jun 26, 2023
The ‘BARBIE’ Dream House has mysteriously appeared in Malibu. (via @johnschreiber) https://t.co/NV4Wwy9o9B
Pop Crave
@PopCrave · Jun 26, 2023
The #BARBIE Dream House has appeared in Malibu to promote the movie. https://t.co/fF93StRZdI
Airbnb
@Airbnb · Jun 26, 2023
you guessed it… the barbie malibu dreamhouse is back on airbnb—but this time, it’s ken-ified 🛼🤠 everyone in barbie land can request to book this stay on july 17 at 10am PT: airbnb.com/kendreamhouse h
Film Updates
@FilmUpdates · Jun 26, 2023
People can now book a stay at the #Barbie Malibu Dreamhouse on Airbnb starting July 17.
Pop Base
@PopBase · Jun 26, 2023
A ‘Barbie’ dreamhouse in Malibu will be open to book a stay on Airbnb starting July 17.
Spread Score
How it worksNumbers
- Airbnb claim: campaign social impressions, more than
- 250M
- As of Aug 3, 2023 · Self-reported · Brian Chesky / The Motley Fool transcript
- Seed to observed peak
- 1 day
- Jun 26 ’23 to Jun 27 ’23
- Platforms
- 5
- Started on X
- Origin
- Stunt
- Auto & mobility
How it spread
Trace the originAerial footage reached entertainment accounts before Airbnb’s reveal. News matches peaked on June 27; Teigen later promoted a visit. Airbnb called it its most popular listing and cited it when introducing Icons.
Observed peak within the documented measurement window; not an all-time maximum.
Timeline (15)
June 2023
John Schreiber (@johnschreiber) seed · Jun 26 ’23
Schreiber posted aerial footage of the pink house and asked whether it was a publicity stunt.[1]
Join free to see why it worked and the other 12 events. Free, on every case.
Spread the same way
Do this
- 1Give a physical activation a visual that remains legible in distant footage.
Every number (9)
- Seed aerial post on X only; live rounded counter“6.9M Views”6.9M[1]
Press (6 outlets)
- Jun 27, 20231 day in
Architectural Digest · Airbnb Is Offering a Free Stay at Barbie’s Malibu Dreamhouse, Hosted by Ken
You’ve seen 1 of 3 steps, 1 of 9 numbers and 1 of 6 outlets. Pro opens the rest, with all 22 sources.