As fans around the world have been mesmerized by this year’s World Cup, Airbnb tapped into the cultural moment by teaming up with chef and actor Matty Matheson and m ss ng p eces director Nicolas Heller (aka New York Nico) for a funny, fresh, and unexpected window into soccer fandom.
The duo created an idiosyncratic short episodic series on Instagram, “Welcome Matt,” showcasing the universal love of the game. Spanning 25 pieces of content over the 40 days of the tournament, the series has Matty traveling to World Cup host cities across North America to learn more about soccer and bring fans together in surprising ways.
Flipping a traditional campaign approach on its head, “Welcome Matt” is informed by the fact that Matty knows almost nothing about soccer – meaning the fans themselves get to educate Matty and the audience. Across the series, moments include an impromptu trivia blitz on LA’s Venice Beach Boardwalk, a “World Cup of Food” potluck in Toronto, and crashing a Matty Matheson lookalike contest in Queens. Along the way, Matty visits local football clubs and highlights hot spots in each city’s diverse food scene. Airbnb provided epic fan giveaways including match tickets.
Each bite-sized episode is complete and satisfying on its own, but together they create a bigger story – something that audiences can tap into at any point, but are rewarded for sticking with. Ultimately, Matty’s natural curiosity and enthusiasm guides the series, and the result is an authentically fun and joyful journey that captures the electricity and camaraderie of this year’s World Cup.
