Branded entertainment for Weber Grill: interactive grilling with Johann Lafer, Steven Gätjen and others

At the start of the barbecue season, the barbecue manufacturer Weber wanted to activate its customers and encourage them to join in the barbecue. As part of a large-scale marketing campaign, an interactive live stream concept was developed that enabled viewers and Weber fans to call up the recipes online at an early stage and buy all the food they needed for the day the barbecue season opened.

On the day of the big barbecue, the Weber community then had the opportunity to barbecue the developed barbecue menus in parallel with Johann Lafer and other prominent guests according to the instructions. For this purpose, a 4-hour live broadcast was produced, which could be followed as a live stream on YouTube and a Weber microsite. The branded entertainment format was moderated by Steven Gätjen and Jeannine Michaelsen, the grill masters were Johann Lafer and a Weber expert. In the interactive live stream, the viewer received useful tips and instructions on how to prepare and grill the complex menus that were prepared.

more interactive live stream in the advertising banner on Bild.de and Chefkoch.de

In addition to distribution as a live stream on YouTube and on the Weber website, advertising banners were also booked for the day on the landing pages of Chefkoch.de and Bild.de and these banners were also used with the live stream. Various viewers became aware of the stream and the reach of the program increased immensely.

The Institute for Image Movement was responsible for the entire video production and the distribution of the live stream on all platforms and advertising banners.

• technical supervision
• Project planning and coordination
• camera
• Light
• volume
• video direction
• Internet connection
• Production & Recording Manager