Sweet Temptation - wir backen einen Kuchen wie Oberstaufen. #ITB #itbetw

SWEET TEMPTATION

recipe for a sucessfull campaign

à la Oberstaufen

Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011

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Bianca KeybachBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011

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@kurdirektor

Benjamin BuhlBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011

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@netzvitamine


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preheat


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Standard!


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#1 oberstaufen-plus.de


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#1 oberstaufen-plus.de - idea

‣ not 1:1 transferable to tourism

‣ inflexible navigation

‣ confusion for digital immigrants


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#1 oberstaufen-plus.de - challenge


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#1 oberstaufen-plus.de - result


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#1 oberstaufen-plus.de - learnings

✓ base of the campaign: social web

✓ microsite for 1 special theme

✓ high user acceptance through ongoing adjustment

✓ user time of stay above average


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mixture


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#2 DU bist Oberstaufen


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#2 DU bist Oberstaufen - idea

‣ no clear message

‣ no sustainability


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#2 DU bist Oberstaufen - challenge


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#2 DU bist Oberstaufen - result


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#2 DU bist Oberstaufen - result

✓ emotional relationship (German: "Du")

✓ authentic

✓ technical features for easy sharing

✓ central message (guest in focus)

✓ humor & charme

✓ contest (unpayable price)


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#2 DU bist Oberstaufen - learnings

✓ more then 7000 page impressions in the first 12 hours

✓ more then 2000 uploaded pictures in the first 2 month

✓ guests recognize the locations

✓ user become spokesmen


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bake


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#3 StreetViewTorte


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#3 StreetViewTorte - idea

silly season

theme no. 1


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#3 StreetViewTorte - strategy


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cake


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#3 StreetViewTorte - learnings

✓ catch trending topics

✓ message adressed to multipliers

✓ charme, provocation, humor

✓ "think different"

✓ beginning in the social web -> then transfer to "old" media

✓ strategy -> integration in the communication-concept


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THEfactors of sucess


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process not project.(no budget)

everybody in the company.(tourism means "live the service")

passion. passion. passion.(no opening time)

support lateral thinkers.(be open for innovations)


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Sweet Temptation - wir backen einen Kuchen wie Oberstaufen. #ITB #itbetw

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Transcript of Sweet Temptation - wir backen einen Kuchen wie Oberstaufen. #ITB #itbetw