As of Friday afternoon, Airbnb listed 700 locations in Sochi, most of which were available. Meanwhile, many of the world's top sports journalists are whining about their subpar accommodations on Twitter.
What's a brand to do?
See also: Glee Over Sochi Problems Is a Problem of Its Own
For Airbnb, it's time for a little real-time marketing. Working with ad agency Pereira & O’Dell, it jumped on Twitter to connect journalists to some hot Sochi properties. Grantland's Katie Baker, for instance, complained of a broken doorknob, so the service directed her to a nearby locale that had fully functioning ones.
.@katiebakes Broken doorknobs? Sounds like a deal-breaker to us. Take a vacation from your hotel: http://t.co/2Q39j3RSAY #SochiProblems
— Airbnb (@Airbnb) February 7, 2014
Yahoo Sports columnist Dan Wetzel, meanwhile, also had doorknob problems. Then Airbnb came to his rescue:
Hey @DanWetzel – trade you 3 spare lightbulbs for a spare bedroom. We’ll even throw in a door handle http://t.co/KXyzmbIOgH #SochiProblems
— Airbnb (@Airbnb) February 7, 2014
National Post sports columnist Bruce Arthur complained about a lack of hot water. Airbnb found him a new place.
.@bruce_arthur We found your hot water & it has new friends: a heated towel rack & a cozy apartment http://t.co/0GvxjnF7aX #SochiProblems
— Airbnb (@Airbnb) February 7, 2014
Airbnb has a big stage for its message: Sochi Problems, the Twitter account cataloging such woes, now has 270,000 followers.
Irina Rodnina and Vladislav Tretyak light the Olympic cauldron during the opening ceremony of the 2014 Winter Olympics in Sochi, Russia on Friday, Feb. 7, 2014.
Russian President Vladimir Putin, second from right, and International Olympic Committee President Thomas Bach, centre, wave as they stand alongside United Nations Secretary-General Ban Ki-moon, third from left, during the opening ceremony of the 2014 Winter Olympics.
An artist performs after the Olympic flag is hoisted during the opening ceremony of the 2014 Winter Olympics in Sochi, Russia, Feb. 7, 2014.
Artists wearing lights perform during the opening ceremony of the 2014 Winter Olympics.
The flying Russian child returns to the opening ceremony. The act was repeated twice during the show on Feb. 7, 2014 in Sochi.
Dancers perform during the opening ceremony of the 2014 Winter Olympics in Sochi, Russia.
Actors perform during the opening ceremony of the 2014 Winter Olympics in Sochi, Russia, Friday, Feb. 7, 2014.
Artists perform during the opening ceremony of the 2014 Winter Olympics in Sochi, Russia, Friday, Feb. 7, 2014.
Dancers perform during the opening ceremony of the 2014 Winter Olympics in Sochi, Russia on Friday, Feb. 7, 2014.
Artists perform during the opening ceremony of the 2014 Winter Olympics in Sochi, Russia, Friday, Feb. 7, 2014.
Characters perform during the opening ceremony of the 2014 Winter Olympics in Sochi, Russia, Friday, Feb. 7, 2014.
Characters perform during the opening ceremony of the 2014 Winter Olympics in Sochi, Russia, Friday, Feb. 7, 2014.
The Olympic mascots are seen during the opening ceremony of the 2014 Winter Olympics in Sochi, Russia on Friday, Feb. 7, 2014.
The Russian Olympic team walks into the stadium during the Parade of Nations on Feb. 7, 2014 at the opening ceremony.
The Japanese Olympic team walks into the stadium during the Parade of Nations on Feb. 7, 2014 at the opening ceremony.
The Iranian Olympic team walks into the stadium during the Parade of Nations on Feb. 7, 2014 at the opening ceremony.
Team Canada walks into the stadium during the Parade of Nations on Feb. 7, 2014 at the opening ceremony.
The Chinese Olympic team walks into the stadium during the Parade of Nations on Feb. 7, 2014 at the opening ceremony.
Athletes from the United States wave to spectators as they arrive during the opening ceremony of the 2014 Winter Olympics
The Brazilian Olympic team walks into the stadium during the Parade of Nations on Feb. 7, 2014 at the opening ceremony.
Alex Pullin of Australia, front right, carries that national flag as he leads his team during the opening ceremony of the 2014 Winter Olympics.
Panagiota Tsakiri of Greece holds her national flag and leads her team into the stadium during the opening ceremony of the 2014 Winter Olympics.
Maria Hoefl-Riesch of Germany carries the national flag as she leads the team during the opening ceremony of the 2014 Winter Olympics.
A Russian child yawns while others wave the national flag as the national anthem is being played during the live telecast of the 2014 Winter Olympics opening ceremony.
The flag of Russia is raised during the opening ceremony on Feb. 7, 2014 in Sochi.
A Russian child flies through the arena during a performance for the opening ceremony of the 2014 Winter Olympics.
The fifth olympic rings fails to opening during the opening ceremony at the Olympic Games in Sochi, Russa.
An shot of the opening ceremony from high above.
Fans make their way to Fisht Stadium for the opening ceremony of the 2014 Winter Olympics in Sochi, Russia on Friday, Feb. 7, 2014.
The sun sets over the Olympic Park before the opening ceremony of the 2014 Winter Olympics in Sochi, Russia on Friday, Feb. 7, 2014.
Spectators arrive at the Fisht Olympic Stadium prior to the start of the opening ceremony of the 2014 Winter Olympics.
A fireworks display kicked off the opening ceremony of the Winter Olympics in Sochi.
Actors wearing LED lights perform during the opening ceremony of the 2014 Winter Olympics.
Spectators wave the Russian flag during the opening ceremony of the 2014 Winter Olympics.
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