itbetw oberstaufen tourism_consult_network_keybach_buhl
DESCRIPTION
Sweet temptation - recipes for successful campaigns on the example of Oberstaufen StreetView pieTRANSCRIPT
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
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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preheat
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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Standard!
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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#1 oberstaufen-plus.de
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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#1 oberstaufen-plus.de - idea
‣ not 1:1 transferable to tourism
‣ inflexible navigation
‣ confusion for digital immigrants
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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#1 oberstaufen-plus.de - challenge
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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#1 oberstaufen-plus.de - result
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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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
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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mixture
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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#2 DU bist Oberstaufen
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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#2 DU bist Oberstaufen - idea
‣ no clear message
‣ no sustainability
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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#2 DU bist Oberstaufen - challenge
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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#2 DU bist Oberstaufen - result
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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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)
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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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
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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bake
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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#3 StreetViewTorte
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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#3 StreetViewTorte - idea
silly season
theme no. 1
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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#3 StreetViewTorte - strategy
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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#3 StreetViewTorte - strategy
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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#3 StreetViewTorte - strategy
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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cake
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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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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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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#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
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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THEfactors of sucess
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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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)
Bianca Keybach & Benjamin Buhl"sweet temptation" @ITB2011
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