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Idea Snapshot: Obermutten Goes Global
December 20, 2011 by Marian Schembari
The general consensus in the office when watching the video was a collective “Awwwwww!” This idea from the little Swiss mountain town of Obermutten is as clever as it is quaint.
The Idea
The mayor of Obermutten promised all Facebook fans that if they liked the town’s Facebook page their photo would be posted on the community notice board. The page is already at 15,000 fans with (apparently) more engagement per fan than Lady Gaga and Coke. The media coverage surrounding Obermutten is nothing we’ve ever seen for such a small community – all because they literally value each and every one of their fans. Every week they print and post fan photographs on the notice board, which quickly filled up and is now overtaking the side of a barn and has become a whole town project.
Why It Works
The perfection in this idea is that it fully embraces the social aspect of social media (go figure). Cities across the globe are building up a social presence, but none as small (80 inhabitants) and previously unknown as Obermutten. Which makes this success story one of those jaw-on-the-floor sort of tales.
Hundreds of tourists have now descended on Obermutten because the town has not only created a tourist attraction from scratch, but because they visit the village much like one would visit a friend. Fans now have a connection with the town are truly part of it’s community.
The Obermutten page succeeded so easily by holding to their promise, responding to all questions/comments and creating an online community exactly like the one in real life: tight-knit.
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Marian Schembari
Marian is a Digital Account Manager at Young & Shand. Connect with me on Google+.
Mobile: 022 063 3996 Email: marian.schembari@youngshand.com
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