RAVENSBURGER

DEVELOPMENT OF A DIGITAL TRADE show EXPERIENCE

Project requirements from Ravensburger

Ravensburger was looking for a full-service partner for the conception, technical implementation and communication of a digital trade fair concept. As an alternative to the Leipzig Book Fair, the target group was to be offered a digital experience in which they could actively - but also passively - interact with the Ravensburger brand and the books presented there.

  • Digital experience platform
    Increase user engagement with innovative functionalities during the digital event as an "online event"
  • Social media marketing
    Target-group-specific communication, in conjunction with influencer marketing, across existing and new channels
  • Tracking & reporting
    Consistent tracking across all touchpoints of the customer journey
  • Hosting & integration
    Secure hosting on Ravensburger's own servers in Germany
  • Competition management
    Guarantee of transparent and data protection-compliant competition management with created participation content for submission
  • Live streams and interviews
    Live broadcasts with various authors via YouTube and the microsite - hosted by our presenters
  • Content production
    Production of video and image content for use on social media channels
  • SEA
    Conception and creation of paid social media campaigns

Result: digital brand experience

The current coronavirus pandemic has once again thwarted the trade fair and event industry for the second year in a row. This had particular consequences for companies that primarily reached their target group at live events. In order to emerge stronger from the crisis and establish contact with the target group, Ravensburger decided to launch an interactive platform with the help of 711media and thus create a new kind of trade fair experience.

As part of the Leipzig Book Fair, the target group was to be offered a digital experience in which they could interact both actively and passively with the Ravensburger brand and the books on display.

The basis of the digital trade fair experience was a microsite within the Ravensburger corporate website, where the user could interactively click through individual experience touchpoints. The user could choose between active and passive interaction and, in addition to book previews, participate in live readings, download handicraft and cooking instructions and take part in competitions.

The microsite is fully responsive, was designed with a "mobile-first" approach and hosted on Ravensburger's internal servers within Germany.

 

Creative communication

The Ravensburg Reading Weekend was communicated primarily via social media channels, Facebook and Instagram, as well as via the YouTube channel and the Ravensburg newsletter. In addition to organic and story posts, video content was played out in all possible formats on the platforms.

Social media

The project was communicated on the social media platforms Facebook and Instagram. 711media also took over the creation of organic posts, story posts and IG TVs. The multi-day influencer marketing went hand in hand with 2 selected presenters, who were briefed by 711media for story and reel postings.

YouTube

Another communication channel was the YouTube platform. This served as a video location for the author interviews at the book fairs as well as a platform for the live events. These events were also conducted by the 2 selected moderators and briefed by 711media.

Newsletter

The event newsletter was a key element of the event communication. With an existing large readership, this channel supported the reach immensely.

Video & Image

Video and image material was produced to match the selected books and authors at the book fair and used on all communication platforms. 711media took over the briefing for all participants.

4 REVIEWS
„They understood our circumstances and the specific requests that we made.”
STORZ & BICKEL, Henry Haslinger
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„Their reliability made for a good experience, which is why we want to work with them again in the future.”
Window & Door Manufacturer, Manager
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„They've been able to create every custom feature we requested.”
B2B Software Company, Online Marketing Manager
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„The developers are really good.”
Senior Business Analyst, Sebastian Heithorst
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e-mail

info@711media.de

Telephone

0711 745327171