1. SELLING TRADE SHOWS USING CROSS
MARKETING AND SOCIAL MEDIA
Lukas Trybus
April 2013

2. MODELLBAU MESSE
• experimental low budget videos
• gerd schulte doeinghaus
– http://www.youtube.com/user/schultedoeinghaus
– the little guerilla war
• http://www.youtube.com/watch?v=QYkaAW_qmoo
– die schrumpfung wiens
• https://www.youtube.com/watch?feature=player_embedded&v=uOO4FI8EMpw
• usually up to several 1000 clicks
• IDEA

3. STRATOS JUMP SUCCESSFUL! - VIDEO
DEMO

4. IDEA/PRODUCTION PROCESS
• The idea for the LEGO Stratos jump came to Creative Director, Gerd
Schulte-Doeinghaus, when Baumgartner had to postpone his original
attempt on October 7 due to poor weather conditions. It was conceived,
written, filmed and edited in the short window of opportunity before the
rescheduled event on October 14.
• “The build-up to Felix’s jump was tremendous and suspense kept
being ratcheted up by the delays” says Schulte-Doeinghaus.
“The public was hungry for those first
images of the jump. We knew that if we could get our
film out just before the real thing, we could really make an impact.”
• Ironically, just like the Stratos team we only had a very short weather
window to film on the morning of Thursday 11 October, and had to work
through the night to ensure we were ready on time” say Schulte-
Doeinghaus.
• 4 hours before the real jump the video
was online….

5. VIDEO STATS

6. EFFECT? FOR MODELLBAU
MESSE
• 3 times press coverage than 2011
• TV station RTL asked for the video
• congratulations from the CEO and CFO of RX HQ
• BUT something is missing…
• no link, no logo, no german title or explanation
• modelmakers fair ? > modellbau messe
• so absolutely no back traffic to our website or fb site

7. CROSS MARKETING MISTAKE
• how could this have been prevented?
– ideas
– suggestions
– measures

8. NOTES
• LEGO shuttle comparison
• https://www.youtube.com/watch?feature=player_embedded&v=bluQ
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