Airbnb will gift 100,000 customers with $10 as part of a campaign in which is asks people to use the money in a "unique act of kindness," with the aim of inspiring others to join in and "pay it forward" and connect strangers.
The online lodging service will give away $1 million as part of the #OneLessStranger campaign, encouraging people to use the funds for acts of kindness — for example, to plant seeds or flowers in the community garden or buy supplies for local community centers or help feed those in need.
It’s asking people to get involved and share their experience on Twitter to create an ‘ongoing initiative.’ It will showcase people’s efforts on a dedicated micro-site airbnb.cm/one-less-stranger.
"The New Year is always a good time to take a step back and evaluate where you are on your journey and what you aspire to do," said Jonathan Mildenhall, CMO of Airbnb.
"For Airbnb, hospitality is personal and we are committed to spreading a sense of belonging far and wide. What better way to showcase that than by inviting our global community to extend a gesture of hospitality to a complete stranger? Today, we asked our passionate and wildly creative community to see what they will do, and watch how they inspire others to pay-it-forward with #OneLessStranger."
This article first appeared on marketingmagazine.co.uk.