Markus argues that an effective ‘brand buzz’ is all about “creating experiences people can talk about; conversations are what make a brand relevant in people’s everyday lives”. Once you get there, the challenge is to keep the conversation going.

Using the Ritter Sport Olympia campaign as example, Markus showed us how the agency Elbkind resuscitated an old fashioned chocolate bar that had been off the German market for years.

He explained that after the product had been withdrawn form the shelves, fans outcried during years about it being taken out of distribution. Thus, the agency decided to collaborate with this core of fans. They just sort of gave them a megaphone to amplify their voices through a social media platform. And that was smart !

So, thanks Markus and Tobias for this very interesting presentation!

A commercial created by a Ritter Sport Olympia fan.

Video viral created by the agency Elbkind

I find that ‘Such tweet sorrow’ is an innovative approach to the concept of narrative story, because it opens new perspectives to the way a story can be presented.

Twitter forces the actors to write their posts in only 140 characters . It surely is a real challenge for them to create a condensed, yet meaningful dialogue. However, they have the possibility to link to their posts any kind of contents, such as videos or blogs — which opens endless possibilities to interact with the characters.

I’m very curious to observe how the ‘followers’ will experience the story.

But what I also wonder about is: what would happen if the audience, too, could influence the course of the story… ???