Intel Projekt Deutschlandreise - Interview in a submarine (Film: Thorsten Wehner)
Intel: Project “German Journey”
An innovative idea for corporate PR: two experienced journalists and a vintage-1974 VW microbus. With these unconventional components, Intel kicked off an exciting trip through the innovative nation of Germany early in 2008.
The destinations: midsized partner businesses of the world’s largest semiconductor manufacturer. Though most of them are out of the public limelight, these partners use Intel’s technologies to develop clever innovations, thus comprising an indispensable backbone of the German economy.
Travel Broadens and Educates
Freely modifying the motto that “a bus trip is fun, a bus trip is beautiful,” the journalist duo of Thorsten Wehner and Nik Schäffler boarded their vehicle in March 2008 and set out to discover the people who propel innovation in Germany. On the road, they not only produced interesting reportages about themes such as e-health, automotibiles and super computing, they also created amusing travel reports. For example, when their colleague and congenial four-wheeled buddy Bulli became troublesome again, or when hungry goats stormed the interior of their unconventional company vehicle.
Häberlein & Mauerer exclusively presented stories from the duo’s German tour in images, sounds and texts on the www.projekt-deutschlandreise.de blog. The start of the trip was announced via a press release to the special-interest press, daily newspapers and selected bloggers. Häberlein & Mauerer announced new episodes of the tour via regularly recurring media alerts. Furthermore, exclusive cooperation with media partners generated attention beyond the blog.
The project’s success exceeded all expectations. Additional partners are already looking forward to a visit from Bulli and the innovative reporters.
Services
Idea, concept, implementation and communication of the entire project (online and offline)
Timeframe
Start: March 2008
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