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SWEET TEMPTATION      recipe for a sucessfull campaign   à la Oberstaufen
powe                                        red b                                              yBianca Keybach & Benjamin ...
ekt or                  u rd ir        @k  Bianca Keybach                 powe                                        red ...
am i ne                     zvit        @n        et    Benjamin Buhl                powe                                 ...
preheat                                 powe                                        red b                                 ...
d !                          ar         n              d    S t a                                 powe                    ...
#1 oberstaufen-plus.de                                 powe                                        red b                  ...
#1 oberstaufen-plus.de - idea                                 powe                                        red b           ...
#1 oberstaufen-plus.de - challenge‣   not 1:1 transferable to tourism‣   inflexible navigation‣   confusion for digital imm...
#1 oberstaufen-plus.de - result                                 powe                                        red b         ...
#1 oberstaufen-plus.de - learnings✓   base of the campaign: social web✓   microsite for 1 special theme✓   high user accep...
mixture                                 powe                                        red b                                 ...
#2 DU bist Oberstaufen                                 powe                                        red b                  ...
#2 DU bist Oberstaufen - idea                                 powe                                        red b           ...
#2 DU bist Oberstaufen - challenge‣ no clear message‣ no sustainability                                  powe             ...
#2 DU bist Oberstaufen - result                                 powe                                        red b         ...
#2 DU bist Oberstaufen - result✓   emotional relationship (German: "Du")✓   authentic✓   technical features for easy shari...
#2 DU bist Oberstaufen - learnings✓   more then 7000 page impressions in the first 12    hours✓   more then 2000 uploaded p...
bake                                 powe                                        red b                                    ...
#3 StreetViewTorte                                 powe                                        red b                      ...
#3 StreetViewTorte - idea                s o n            s ea         y         . 1      ill       n o    s      m e     ...
#3 StreetViewTorte - strategy                                 powe                                        red b           ...
#3 StreetViewTorte - strategy                                 powe                                        red b           ...
#3 StreetViewTorte - strategy                                 powe                                        red b           ...
cake                                 powe                                        red b                                    ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
powe                                        red b                                              yBianca Keybach & Benjamin ...
#3 StreetViewTorte - learnings✓     catch trending topics✓     message adressed to multipliers✓     charme, provocation, h...
THE factors of sucess                                 powe                                        red b                   ...
process not project.    (no budget)    everybody in the company.    (tourism means "live the service")    passion. passion...
powe                                        red b                                              yBianca Keybach & Benjamin ...
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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

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Transcript of "Itbetw oberstaufen tourism_consult_network_keybach_buhl"

  1. 1. SWEET TEMPTATION recipe for a sucessfull campaign à la Oberstaufen
  2. 2. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  3. 3. ekt or u rd ir @k Bianca Keybach powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  4. 4. am i ne zvit @n et Benjamin Buhl powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  5. 5. preheat powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  6. 6. d ! ar n d S t a powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  7. 7. #1 oberstaufen-plus.de powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  8. 8. #1 oberstaufen-plus.de - idea powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  9. 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. 10. #1 oberstaufen-plus.de - result powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  11. 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. 12. mixture powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  13. 13. #2 DU bist Oberstaufen powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  14. 14. #2 DU bist Oberstaufen - idea powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  15. 15. #2 DU bist Oberstaufen - challenge‣ no clear message‣ no sustainability powe red b y Bianca Keybach & Benjamin Buhl "sweet temptation" @ITB2011
  16. 16. #2 DU bist Oberstaufen - result powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  17. 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. 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. 19. bake powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  20. 20. #3 StreetViewTorte powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  21. 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. 22. #3 StreetViewTorte - strategy powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  23. 23. #3 StreetViewTorte - strategy powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  24. 24. #3 StreetViewTorte - strategy powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  25. 25. cake powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  26. 26. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  27. 27. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  28. 28. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  29. 29. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  30. 30. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  31. 31. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  32. 32. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  33. 33. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  34. 34. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  35. 35. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  36. 36. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  37. 37. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  38. 38. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  39. 39. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  40. 40. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  41. 41. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  42. 42. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  43. 43. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  44. 44. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  45. 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. 46. THE factors of sucess powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
  47. 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. 48. powe red b yBianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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