Based on this insight we decided to conquer the whole fair virtually, by creating more than 100 Facebook Places. Not for Germanwings. But for real exhibitors. The twist: each place had a hidden message, which communicated Germanwings advantages.

Like: Air Berlin. You’ll get to breathe Berlin Air cheaper with Germanwings.So every time a visitor was looking for a place to check-in, or checked in at one place, he got in contact with Germanwings. And spread our hidden massage to all his Facebook friends.

We created 103 Facebook places. All the places together generated 239 check-ins. At an average of 120 Facebook friends, this meant 24,617 contacts. But furthermore, Germanwings received lot of attention at the ITB Travel Fair: wherever you looked for a spot to check-in on the 160,000 m2 site you could see lots of our places. So we achieved 239 direct responses and positioned Germanwings to more than 24,000 people as the clever low-cost-airline, on a budget of zero. And all this just by combining the innovative use of technology with insight and the right event.