Crime series "Tatort" is the most wide-reaching TV show in Germany and among the most commented TV events on Twitter. To take advantage of the large "Tatort" fan community on the social network, eBay and communications agency achtung! came up with the idea of 'Social Thriller Shopping', a real-time social influencer campaign. On October 30th, two leading German Twitter personalities live-tweeted the "Tatort" episode and additionally spread links to eBay offers of products that related to the happenings on screen.
— Marie von den Benken (@Regendelfin) October 30, 2016
The two influencers that eBay and achtung! could win for the campaign were the model and freelance writer Marie von den Benken (known as @Regendelfin on Twitter with 56.3k followers) and the web TV host Rob Vegas. Rob Vegas tweeted with both his "real" account @robvegas (31.6k followers) and @BonitoTV (97.5k followers), a fake account of German comedian and former late night host Harald Schmidt that has been fooling fans and the media for years.
Grün ist das neue Schwarz! https://t.co/xJCCISF2rG#Tatort#Sponsored — Harald Schmidt (@BonitoTV) October 30, 2016
— Rob Vegas (@robvegas) October 30, 2016
Whenever a certain object, product or gadget played a role on the "Tatort" episode, Marie von den Benken and Rob Vegas reacted with funny and entertaining tweets that at the same time included a link to a related offer on eBay. In total, the two influencers wrote 97 Tweets during the episode, 20 of which included links to eBay (those Tweets also included the hashtag #sponsored).
Matthias Puschmann is the Managing Director and Cofounder of VAST MEDIA, a media research and consulting company based in Berlin that provides international television industry leaders with qualitative competitive market analysis of digital entertainment and content marketing.