Analogously: that commune feeling

Event format for re:publica intensifies blogger relations

Cologne, May 2013 - For the lifestyle, brand and social-media commu­ni­ca­tion of Mercedes-Benz, Oliver Schrott Kommu­nika­tion (OSK) arranged a special kind of trendy meeting venue at the re:publica 13: on the evening before the most impor­tant meeting of Germany’s digital commu­nity, 35 blog­gers ...

Cologne, May 2013 - For the lifestyle, brand and social-media commu­ni­ca­tion of Mercedes-Benz, Oliver Schrott Kommu­nika­tion (OSK) arranged a special kind of trendy meeting venue at the re:publica 13: on the evening before the most impor­tant meeting of Germany’s digital commu­nity, 35 blog­gers got together in the analogue world to discuss topical design and tech­nology trends with Mercedes experts under the motto: “Blogger Connec­t@re:publica 13”.

For some time now, OSK has been devel­oping the field of Blogger Rela­tions in close collab­o­ra­tion with Mercedes-Benz. Alongside digital publishers with close connec­tions to auto­mo­tive topics, the focus is increas­ingly also on blog­gers who concen­trate on design, lifestyle and tech­nical themes. This year’s session of re:publica, which Mercedes-Benz supported as one of the main spon­sors, offered a good oppor­tu­nity to inten­sify existing contacts with the digital commu­nity and to estab­lish new ones. At the same time OSK’s harmo­nious concept showed that blog­gers of very differing online formats were able to encounter the brand and its activ­i­ties within a very personal frame­work.

As the loca­tion, OSK trans­formed “Das Apart­ment” in Berlin-Schöneberg into a hippie scenario with the easy-going atmo­sphere of a commune. Instead of speaker-up-front talks and presen­ta­tions, the meeting favoured loose-knit group discus­sions. The successful set-up laid down by the agency concep­tion included not only furni­ture and deco­ra­tions from the Mercedes lifestyle world but also a commune-type kitchen with a large table, self-service refrig­er­a­tors and a DJ in the living room. Discus­sion mate­rial was provided by the “Moovel” mobility plat­form which included, among other things, its city car-sharing offer car2go, as well as new tech­nolo­gies and topical prod­ucts from Mercedes-Benz. Later that evening, Mercedes-Benz Future Expert Alexander Mankowsky together with three young designers and other experts from the company inau­gu­rated a stim­u­lating “night talk” on the subject of Inno­va­tion and Design Philos­ophy.

The result: an exciting mixture of extremely inter­esting and extremely well networked young people who all shared an interest in Mercedes-Benz agreed unan­i­mously that this was a great place for blog­ging!

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