Next stop - Digital & Social Media
Challenge
With the Digital First approach, DB Regio Bayern wants to create a new source of inspiration for its customers. The goal was to position the DB Regio Bayern brand as an enabler for excursions throughout Bavaria. A task that came at the right time for the digital and social media experts of the Plan.Net Group.
DB Regio Bayern - Multimedia inspiration for excursion destinations throughout Bavaria
Solution
Together with the Bavarian influencer @anniigoetze, we go on a journey to the most beautiful destinations in Bavaria on YouTube. Via Instagram and Facebook, we let users participate interactively and up close. With prominent Bavarian personalities like Lena Meckel we go on an interactive day trip to a famous sight or on a scenic tour through Bavaria. We do this in the form of an audio guide whose programme we have developed based on the behaviour of the target group.
With the Secret Gigs, an exclusive online concert series during the COVID-19 lockdown, implemented by Sony Music and accompanied by our creative campaign idea, we transported users virtually to the most beautiful destinations in Bavaria.
Q&A videos on the offers and products of DB Regio Bayern make it easier for customers to start their journey to the diverse excursion destinations and to be relaxed on the way. The most frequently asked questions were elaborated and published as informative explanatory videos on the YouTube channel of DB Regio Bayern.
On wir-entdecken-bayern.de we present unique excursion destinations in detail. We also turn the professional athletes of ERC Ingolstadt or HSC Coburg into authentic brand ambassadors on all platforms.
Key Facts
"Our many years of work with DB Regio show what a true "digital & social first" approach can look like: Integrated planning, platform-appropriate content design and a whole lot of creativity make this project an inspiring case that exploits the full spectrum of digital & social media communication."
Plan.Net
Key Takeaways
#1
Access to new customers in the social & digital universe.
#2
All tactics are planned and executed with a clear digital & social media approach.
#3
Collaboration with music artists, sports teams and influencers enables highly relevant content.
