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

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Vortrag beim eTravel Lab der ITB Berlin 2011: Strategische Erfolgsschritte der letzten 2 Jahre in Oberstaufen.

Vortrag beim eTravel Lab der ITB Berlin 2011: Strategische Erfolgsschritte der letzten 2 Jahre in Oberstaufen.

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  • 1. SWEET TEMPTATION recipe for a sucessfull campaign à la Oberstaufen
  • 2. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 3. ekt or u rd ir @k Bianca Keybach powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 4. am i ne zvit @n et Benjamin Buhl powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 5. preheat powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 6. d ! ar n d S t a powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 7. #1 oberstaufen-plus.de powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 8. #1 oberstaufen-plus.de - idea powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 9. #1 oberstaufen-plus.de - challenge‣ not 1:1 transferable to tourism‣ inflexible navigation‣ confusion for digital immigrants powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 10. #1 oberstaufen-plus.de - result powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 11. #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 powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 12. mixture powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 13. #2 DU bist Oberstaufen powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 14. #2 DU bist Oberstaufen - idea powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 15. #2 DU bist Oberstaufen - challenge‣ no clear message‣ no sustainability powe red b y Bianca Keybach & Benjamin Buhl "sweet temptation" @ITB2011
  • 16. #2 DU bist Oberstaufen - result powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 17. #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) powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 18. #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 powe red b y Bianca Keybach & Benjamin Buhl "sweet temptation" @ITB2011
  • 19. bake powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 20. #3 StreetViewTorte powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 21. #3 StreetViewTorte - idea s o n s ea y . 1 ill n o s m e h e t powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 22. #3 StreetViewTorte - strategy powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 23. #3 StreetViewTorte - strategy powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 24. #3 StreetViewTorte - strategy powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 25. cake powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 26. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 27. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 28. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 29. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 30. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 31. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 32. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 33. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 34. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 35. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 36. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 37. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 38. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 39. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 40. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 41. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 42. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 43. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 44. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 45. #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 powe red b y Bianca Keybach & Benjamin Buhl "sweet temptation" @ITB2011
  • 46. THE factors of sucess powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 47. 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) powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  • 48. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011