Dive Brief:

• Taco Bell Canada has partnered with Airbnb for a unique promotion for a new menu item, the Steak Doubledilla,  according to a release.
• The fast food chain is turning a restaurant into an Airbnb property for one night for a contest winner and three friends in a promotion it is calling a “steakcation,” a play on the term “staycation."
• The featured Taco Bell restaurant has its own page on the Airbnb site that is similar to listings for other properties on the home-sharing platform. 

Dive Insight:

Brands tying promotions to some of the more well-known mobile platforms in the sharing economy is a trend right now, reflecting marketers attempts to reach younger consumers in popular apps. 

The Taco Bell promotion is well integrated on Airbnb, with the restaurant's listing featuring details about the space, amenities and house rules, just like other listings. To enter, consumers must have an Airbnb account and fill in details about themselves on the restaurant's Airbnb page. 

Taco Bell Canada’s partnership with Airbnb for this contest is reminiscent of Uber’s tie-in’s with Hershey’s. That campaign began in Mexico and led to a Mother’s Day effort in the U.S. where Uber shared Hershey’s Kisses with riders and offered free delivery of the candy. A Valentine’s Day campaign combining Uber with Hershey’s Kisses sold out of the candy in eight hours.

Brands are likely interested in joining forces with companies like Airbnb and Uber that are seen as hip and cutting edge, and the partnerships allow for fairly unique marketing campaigns. Turning a restaurant into an Airbnb location for a night is much more intriguing than just having a sweepstakes that allows customers to spend the night in the restaurant. And Uber may become a new way for brands to deliver products during holidays and other special events.