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Sweet Temptation - wir backen einen Kuchen wie Oberstaufen. #ITB #itbetw
1. SWEET TEMPTATION
recipe for a
sucessfull campaign
à la Oberstaufen
2. powe
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011
3. ekt or
u rd ir
@k
Bianca Keybach powe
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011
4. am i ne
zvit
@n et
Benjamin Buhl powe
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011
5. preheat
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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
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011
8. #1 oberstaufen-plus.de - idea
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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
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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
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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
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011
15. #2 DU bist Oberstaufen - challenge
‣ no clear message
‣ no sustainability
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011
16. #2 DU bist Oberstaufen - result
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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)
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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
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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
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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
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011
22. #3 StreetViewTorte - strategy
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011
23. #3 StreetViewTorte - strategy
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011
24. #3 StreetViewTorte - strategy
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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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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
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
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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)
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011
48. powe
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011