Obermutten, a small mountain village in Swiss Alps, wanted to welcome more tourists so they asked a social media expert to create a campaign. It has become one of the most successful Facebook campaigns to date. Quite conventionally, the village created a Facebook page for the little village and the local mayor made a remarkable promise in the first video posted on the page: “Just click on “like,” and your profile picture will be posted on the Commune’s official notice board”. In no time at all, the board was completely covered with fans. In order to deal with the flood of inquiries from fans, it was necessary to resort to hang up the profile pictures on barn walls in the village. It has created an entire new and supplementary image of the village, a physical evidence, something manifest, which seemed to have been lost in the social media era.
The video claims that more than 60 million people worldwide have now heard of Obermutten. Traffic to the Graubünden tourism website is up 250 percent. And the campaign cost of 10,000 Swiss francs reportedly brought in earned media of some 2.4 million francs. The question, of course, is whether people will actually visit the place. With their faces peering out from the town’s walls, in some ways they already have.