Itbetw oberstaufen tourism_consult_network_keybach_buhl
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Itbetw oberstaufen tourism_consult_network_keybach_buhl

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Sweet temptation - recipes for successful campaigns on the example of Oberstaufen StreetView pie

Sweet temptation - recipes for successful campaigns on the example of Oberstaufen StreetView pie

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    Itbetw oberstaufen tourism_consult_network_keybach_buhl Itbetw oberstaufen tourism_consult_network_keybach_buhl Presentation Transcript

    • SWEET TEMPTATION recipe for a sucessfull campaign à la Oberstaufen
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • ekt or u rd ir @k Bianca Keybach powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • am i ne zvit @n et Benjamin Buhl powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • preheat powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • d ! ar n d S t a powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • #1 oberstaufen-plus.de powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • #1 oberstaufen-plus.de - idea powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • #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
    • #1 oberstaufen-plus.de - result powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • #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
    • mixture powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • #2 DU bist Oberstaufen powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • #2 DU bist Oberstaufen - idea powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • #2 DU bist Oberstaufen - challenge‣ no clear message‣ no sustainability powe red b y Bianca Keybach & Benjamin Buhl "sweet temptation" @ITB2011
    • #2 DU bist Oberstaufen - result powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • #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
    • #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
    • bake powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • #3 StreetViewTorte powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • #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
    • #3 StreetViewTorte - strategy powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • #3 StreetViewTorte - strategy powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • #3 StreetViewTorte - strategy powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • cake powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • #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
    • THE factors of sucess powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
    • 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
    • powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011