Airbnb is doing that thing where a brand makes one move, and the entire internet goes, “Wait… that’s actually genius.”

Because they listed the Heated Rivalry cottage.

And suddenly the book world, the TV world, the hockey world, and the “I don’t even read romance, but I’m invested” world are all standing in the same circle chanting:

GET ME. TO. THE. COTTAGE.

​Airbnb turned a cultural moment into a real-life experience.

When you do that, you don’t need a huge campaign because the fans become the campaign.

Why this works so well

• It’s timely. They hopped on the wave while it’s still cresting.
  ​Actionable takeaway: If you notice the conversation spiking, don’t wait for perfect. Build your response while people still care.
• They’re selling a story. No one’s booking “three bedrooms.” They’re booking “main character energy.”
  ​Actionable takeaway: Lead with the feeling and the identity, then back it up with the details later.
• They handed the megaphone to the community. The internet loves doing marketing when it feels like play.
  ​Actionable takeaway: Give people something to rally around, not something to simply consume.

This is how you turn “people are talking about this” into “people can’t stop talking about this.”

I got Creepy last week

Quick pivot from hockey romance to fictional murder... I just got back from The Creepy Retreat with The Creepy Book Club in Scottsdale.

And yes, it was exactly as iconic as it sounds.

I sat by the fire and read, I met new friends, and I heard from amazing authors.

Also, my suitcase is now heavier because I was gifted new books (the dream) and I bought new books. (zero regrets)

The whole weekend felt like a Taylor Swift concert, trading friendship bracelets included.

You know that feeling when you’re surrounded by (mostly) women who are so kind, and you’re like… ohhhh, these are my people.

Yeah. That.

We’re doing it again next year in San Diego, too!

Want a little peek at the weekend? Click here to see a bit on Instagram.

Christina