On & Offline
One of my favorite things to do is create small changes that make a big impact – implementing strategies or gestures that require little resources, but deliver big results. Compares the online with the offline world - best of both worlds.
The key question was: How can we create a concept that doesn’t just generate reach, but truly fits the Feuerberg Mountain Resort?
From this idea, Share your Feuerberg Moment was born – a project designed to meet people right where they are: on their holiday. The goal was not simply to gain reach, but to connect with people who are a genuine match for the resort. Not just any audience, but people who share the spirit of the place. And who could address such people better than the guests themselves, people who already checked in?
Those who experience the Feuerberg often share their moments with their closest circle – friends, family, and like-minded people. That is where the impact lies: not in classic advertising, but in authentic, personal recommendations. This creates genuine insights, valuable feedback, trust – and content that is not staged, but truly happens.
Share your Feuerberg Moment was implemented as a giveaway directly at the resort – without social media push or a big campaign. Just a note at check-in. Handed as a postcard. Offline initiated, with digital impact. Guests were invited to share their favorite moment as a social media post. The prize: a stay in the opposite season – summer guests could win a winter stay and vice versa. In this way, we sparked curiosity for the unfamiliar season and encouraged guests to experience the Feuerberg Mountain Resort in a new way.
The project was not only extremely cost-efficient (€60 in printing costs) – it naturally inspired guests to create high-quality content and act as authentic brand ambassadors. The shared impressions are credible because they are neither curated nor staged. Outsiders gain a real sense of how guests experience the resort – honest, direct, and relatable.
A true win-win: for the resort, for the guests, and for everyone considering their next holiday at the Feuerberg. The project was so successful that it is now entering its second round.
The results: more than 100 posts in just 30 days – an average of 3–4 authentic posts per day generated from house guests. Created by people who were actually on site, sharing their real experiences, and recommending the Feuerberg Mountain Resort out of genuine conviction.
