Sinnerschrader Print WORLD'S FIRST DIGITAL FOOSBALL TABLE by Sinnerschrader Deutschland

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Industry Advertising agencies, Business equipment & services
Media Print, Magazine & Newspaper
Market Germany
Agency Sinnerschrader Deutschland
Copywriter Johannes Rappmann, Benjamin Nickel, André Hennen Leagas Delaney Hamburg Gmbh
Released May 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Technical Direction: Thomas Jacob (SinnerSchrader)
Software Development: Helge Grimm (SinnerSchrader)
Software Development: Ulrich Schumacher (SinnerSchrader)
Art Direction: Lena Beyer (SinnerSchrader)
Software Development: Veit Lehmann (SinnerSchrader)
Software Development: Niko Uphoff (SinnerSchrader)
Concept Development: Oliver Annen (SinnerSchrader)
Account Management: Alexander Beurich (SinnerSchrader)
Creative Direction: Steffen Stäuber (SinnerSchrader)
Copywriter: André Hennen (SinnerSchrader)
Copywriter: Johannes Rappmann (SinnerSchrader)
Copywriter: Benjamin Nickel (SinnerSchrader)
Human Ressource Manager: Kathy Reinecke (SinnerSchrader)
Chief Creative Officer: Chris Wallon (SinnerSchrader)
Head Of Innovation Lab: Claudius Gerstner (SinnerSchrader)
Media placement: Digital Foosball Table - Next Conference 2011 Berlin - 17.05.11
Media placement: Website - Next Conference 2011 Berlin - 17.05.11
Media placement: Open Source Download Portal (GitHub) - Next Conference 2011 Berlin - 17.05.11

Describe the objective of the promotion.
Digital Geeks are rare and keenly sought after in the industry sector. So how do we win the high-calibre technology experts over to our digital agency?

Describe how the promotion developed from concept to implementation.
Our very own geeks built the first digitally enhanced foosball table worldwide.
Light barriers and PCBs turned our agency foosball table into a cloud-connected high-tech device. Thanks to our custom developed software, scores are displayed live, all games count towards the agency league and the results are tweeted.

Our digital foosball table became an instant hit when we first showcased it at NEXT Berlin – Europe’s leading conference for the digital industry.

Then we released the do-it-yourself instructions for the hardware and the software on the Internet. With a little extra for the geeks playing in our league ...

Explain why the method of promotion was most relevant to the product or service.
Many technicians all over the world showed the involvement we were looking for – they inspected the code – and discovered our message between the lines:

'So you love innovative technology? Then you’ve come to the right place!
Send your application to We look forward to hearing from you'.

Digital Geekness is deeply anchored in our DNA. Hence the use of only the latest web-technology in combination with sleek interfaces and the fun we have at work exactly expresses our mindset.

Which is exactly what gets geeks going.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Our booth at NEXT Berlin was always crammed with interested people.
And we gained worldwide media attention – from Wired and TechCrunch, to L.A. Times and Business Punk, to Japanese and Brazilian online magazines, among others. So we reached more than 2.5m people via print publications plus countless Internet users.

The project resulted in a 200% increase in the number of applicants and the ratio of hackers among them tripled.

Not to mention several new business inquiries and loads of fun for our team.

So the €150 for the hardware parts were certainly invested well.