ARD - THROWBACK89
ARD - THROWBACK89
We built a time machine - and traveled with our young social communities to 1989. Throwback89 was a social media campaign that made history come alive on Instagram & Snapchat. On the occasion of the 30th anniversary of the Berlin Wall fall, Tagesschau started "Throwback89" - an innovative project aimed at young generations under 35 years. Through social-media-only-formats and new ways of digital storytelling on Instagram, Snapchat, Twitter and Facebook combined with modern technologies such as augmented reality users were enabled to get an impression of this historic event. The time travel was particularly aimed at those, who did not experience the fall of the wall and reached more than 6.5 million users; every third person in the targeted age group.

What if Instagram had been around in 1989? We started with this question - 30 years after the end of the German-German division, in 2019. We wanted to try an experiment that was unique on the German market: make history come alive on Instagram; for people who only know the fall of the wall from history books.Instead of news, the Tagesschau-Stories featured the diary of 17-year-old girl Nora Sommerfeld for three weeks, who vlogs from her everyday life in Rostock, GDR. She talks about love, punk and fear of the future - about a world around her that is undergoing radical change.

 On Snapchat, the Tagesschau offered the fall of the Berlin Wall as a visual augmented reality experience in Berlin. For the first time on German markets, Tagesschau used the Landmarker Lens technology. For Snapchat users who photographed or filmed the Brandenburg Gate with the "Throwback89"-lens in the beginning of November 2019 they could see its transformation: It was built with pieces of wall and barbed wire. Users were able to tear down the wall with their fingertips on the smartphone - and could then gain an impression of the festive atmosphere in the days around November 9, 1989 at Pariser Platz.

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