After changing how its TV deals are done, Germany is settling down although a short-term market driven by the recession means that the full-blown effects have yet to work their way through. The print market is determined to stay healthy by embracing digital, although it remains determined to keep freesheets out. For more on the local media landscape, please click here.

And now for some case studies...

When Hamburg beer, Astra Beer, celebrated its centenary year in 2009, and as part of the year-long programme of events to mark the occasion, Astra drinkers were invited to re-design the iconic label on the bottle. The beer brand built on close community links and involved its loyal followers in centenary celebrations. For more on this case study, please click here.

 

From DDB Düsseldorf comes Diesel's "Be Stupid" campaign, whre the brand exposed some of the silliness of social media to the real world. For one day, Diesel created an analogue version of Facebook, called Facepark - effectively a mini festival in a park in Berlin. For more on this case study, including a video, click here.

In an attempt to re-engage viewers with banners, Lego in Germany developed buildersofinfinity.com, a never-ending jump 'n' run game in which the player has to navigate an infinite number of treachours assault courses within the banner. In doing so, Lego reinvents the display advertising and makes banner ads exciting. For more ont his case study, including a video, click here.

 

We hope you've enjoyed this week's stop in Germany. We have plenty more case studies from here, so please click here to find more!

Don't miss next week's world tour visit to....