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

1. SWEET TEMPTATION
recipe for a
sucessfull campaign
à la Oberstaufen

2. powe
red b
y
Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

3. ekt or
u rd ir
@k
Bianca Keybach powe
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y
Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

4. am i ne
zvit
@n et
Benjamin Buhl powe
red b
y
Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

5. preheat
powe
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

6. d !
ar
n d
S t a
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

7. #1 oberstaufen-plus.de
powe
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

8. #1 oberstaufen-plus.de - idea
powe
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

9. #1 oberstaufen-plus.de - challenge
‣ not 1:1 transferable to tourism
‣ inflexible navigation
‣ confusion for digital immigrants
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

10. #1 oberstaufen-plus.de - result
powe
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Bianca 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
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y
Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

12. mixture
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

13. #2 DU bist Oberstaufen
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

14. #2 DU bist Oberstaufen - idea
powe
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

15. #2 DU bist Oberstaufen - challenge
‣ no clear message
‣ no sustainability
powe
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

16. #2 DU bist Oberstaufen - result
powe
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Bianca 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
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Bianca 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
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

19. bake
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

20. #3 StreetViewTorte
powe
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Bianca 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
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

22. #3 StreetViewTorte - strategy
powe
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y
Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

23. #3 StreetViewTorte - strategy
powe
red b
y
Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

24. #3 StreetViewTorte - strategy
powe
red b
y
Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

25. cake
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

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

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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

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

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

39. powe
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y
Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

40. powe
red b
y
Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

41. powe
red b
y
Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

42. powe
red b
y
Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

43. powe
red b
y
Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

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red b
y
Bianca 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
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

46. THE
factors of sucess
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Bianca 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
y
Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

48. powe
red b
y
Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011