As the budget was far too low for a face-to-face promotion, we had to think of another solution. The idea: a promotion that spreads by itself. We took the Christmas story and told it in a new way, with a protagonist who had not offered his view of the matter before: Joseph. By using Twitter, we made the story happen live – in real-time. Joseph offered a unique perspective and met people at eye level. His problems became understandable, the story got exciting again – and we could invite people to take part and to make contact.

14,531 followers tune in to Joseph within just 3 weeks. Thousands of them engage in the story and answer on Twitter, with comments, questions and good advice. In the worldwide follower ranking, he climbs up to position 17, in Germany even to No.1. Media all over the world report about Joseph, for example on the front page of the German WELT, and with a double-page spread in ‘WELT kompakt’. Joseph is featured in the Times, the Telegraph, TIME Magazine, the National, Daily Mail, the Independent – and even on abc-News.Media coverage: 70 million people.Cost: €0.