Airbnb launched a 2016 campaign called "Pride Prints," which invited mobile visitors to use their thumb prints to create one half of a heart, then invite and tag friends through social media to enter their thumb prints on the website, as well, thereby completing a full pride print heart. It became one of Airbnb's most successful social campaigns, and they decided to launch another version for 2017 for Pride Month, promoting via #weaccept.