Only few companies had the courage in autumn 2020 to realise a hybrid brand experience. Deutsche Telekom wanted to make a point, on the other hand, about how one could proceed in a new normality despite the coronavirus. Together with flora&faunavisions and Meiré and Meiré, they developed the Magenta Moon Campus: a mix of an interactive playground, digital classroom, digital workshop and hybrid discussion platform. The aim was to playfully communicate digital media competence – as well as to create shared moments in times of lockdown and social isolation. The free educational programme was targeted towards all generations – focusing on the themes of sustainability, media competence and digitisation. The Magenta Moon Campus opened at the end of October 2020 in Berlin and remained open for two weeks. Those interested could choose between 154 workshops, 45 online workshops, presentations, live podcasts, webinars and performances, as well as a digital discussion hour for the “Silver Society”. Nur wenige Firmen hatten im Herbst 2020 den Mut, ein hybrides Markenerlebnis umzusetzen. Die Deutsche Telekom wollte dagegen ein Zeichen setzen, wie es trotz Corona in einer neuen Normalität weitergehen kann. Gemeinsam mit flora&faunavisions und Meiré und Meiré entwickelten sie den Magenta Moon Campus. Eine Mischung aus interaktivem Playground, digitalem Klassenzimmer, Digitalwerkstatt und hybrider Gesprächsplattform.
EIN ÖFFENTLICHES MARKENERLEBNIS MIT SPIELERISCHER WISSENSVERMITTLUNG MITTEN IN DER PANDEMIE.
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