{"id":35751,"date":"2026-08-20T12:52:26","date_gmt":"2026-08-20T10:52:26","guid":{"rendered":"https:\/\/screenable.io\/?page_id=35751"},"modified":"2026-08-26T14:43:10","modified_gmt":"2026-08-26T12:43:10","slug":"live-marketing-einfach-erklaert","status":"publish","type":"page","link":"https:\/\/screenable.io\/en\/blog\/live-marketing-einfach-erklaert\/","title":{"rendered":"Live Marketing einfach erkl\u00e4rt: Definition &#038; Beispiele"},"content":{"rendered":"<div class=\"wpb-content-wrapper\" id=\"wpb-content-root\"><div id=\"vc_row-6aaa82a1b5d29\" class=\"vc_row wpb_row vc_row-fluid vc_custom_1753182743536 thegem-custom-6aaa82a1b5ca09093\">\n<style>\n#vc_row-6aaa82a1b5d29 p {text-align: center;}\n<\/style>\n<div class=\"wpb_column vc_column_container vc_col-sm-12 thegem-custom-6aaa82a1b65b37306\" ><div class=\"vc_column-inner thegem-custom-inner-6aaa82a1b65b7\"><div class=\"wpb_wrapper thegem-custom-6aaa82a1b65b37306\">\r\n\t\r\n\t\t<div class=\"wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-6aaa82a1b6e5e6710\"  >\r\n\t\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t\t<h1 style=\"text-align: center;\">Live Marketing einfach erkl\u00e4rt<\/h1>\n\r\n\t\t\t<\/div>\r\n\t\t\t<style>@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1b6e5e6710{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1b6e5e6710{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1b6e5e6710{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1b6e5e6710{position: relative !important;}}<\/style>\r\n\t\t<\/div>\r\n\t\r\n\r\n\t\r\n\t\t<div class=\"wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-6aaa82a1b716a1119\"  >\r\n\t\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t\t<div style=\"text-align: center;\">Was es wirklich bedeutet und warum Budget dabei kaum eine Rolle spielt<\/div>\n\r\n\t\t\t<\/div>\r\n\t\t\t<style>@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1b716a1119{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1b716a1119{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1b716a1119{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1b716a1119{position: relative !important;}}<\/style>\r\n\t\t<\/div>\r\n\t\r\n<\/div><\/div><\/div><\/div><div id=\"vc_row-6aaa82a1b7a62\" class=\"vc_row wpb_row vc_row-fluid thegem-custom-6aaa82a1b7a478146\"><div class=\"wpb_column vc_column_container vc_col-sm-12 thegem-custom-6aaa82a1b80a34369\" ><div class=\"vc_column-inner thegem-custom-inner-6aaa82a1b80a7\"><div class=\"wpb_wrapper thegem-custom-6aaa82a1b80a34369\">\r\n\t\r\n\t\t<div class=\"wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-6aaa82a1b83921362\"  >\r\n\t\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t\t<p>\u201eLive Marketing&#8220; steht in jeder zweiten Agentur-Pr\u00e4sentation. Und in fast keiner davon wird erkl\u00e4rt, was der Begriff eigentlich bedeutet. Stattdessen landet er als Sammelbegriff f\u00fcr alles, was irgendwie vor Ort passiert: Messestand, Pop-up-Store, Roadshow, Produktdemo. Das klingt nach Definition, ist aber keine.<\/p>\n<p>F\u00fcr Einsteiger ist das ein echtes Problem. Wer nicht versteht, was Live Marketing strukturell von klassischer Werbung unterscheidet, kann auch keine eigenen Ideen daran messen. Dieser Artikel liefert keine Formatliste. Er liefert eine Faustregel.<\/p>\n\r\n\t\t\t<\/div>\r\n\t\t\t<style>@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1b83921362{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1b83921362{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1b83921362{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1b83921362{position: relative !important;}}<\/style>\r\n\t\t<\/div>\r\n\t\r\n<\/div><\/div><\/div><\/div><div id=\"vc_row-6aaa82a1b8c1b\" class=\"vc_row wpb_row vc_row-fluid thegem-custom-6aaa82a1b8c038681 vc_row-o-content-middle vc_row-flex\"><div class=\"wpb_column vc_column_container vc_col-sm-8 thegem-custom-6aaa82a1b92e2365\" ><div class=\"vc_column-inner thegem-custom-inner-6aaa82a1b92e6\"><div class=\"wpb_wrapper thegem-custom-6aaa82a1b92e2365\">\r\n\t\r\n\t\t<div class=\"wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-6aaa82a1b95ef9810\"  >\r\n\t\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t\t<h2>Was Live Marketing wirklich ist, und was nicht<\/h2>\n\r\n\t\t\t<\/div>\r\n\t\t\t<style>@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1b95ef9810{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1b95ef9810{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1b95ef9810{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1b95ef9810{position: relative !important;}}<\/style>\r\n\t\t<\/div>\r\n\t\r\n\r\n\t\r\n\t\t<div class=\"wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-6aaa82a1b98994713\"  >\r\n\t\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t\t<p>Die kurze Version: Live Marketing ist nicht durch den Ort definiert, sondern durch die Interaktion in Echtzeit.<\/p>\n<p>Klassische Werbung sendet eine Botschaft an ein Publikum. Live Marketing l\u00e4sst das Publikum im Moment selbst etwas tun.<\/p>\n<p>Das klingt simpel, ist aber der entscheidende Unterschied. Ein Messestand mit gro\u00dfem Banner und Imagefilm ist kein Live Marketing. Er ist Werbung an einem physischen Ort. Ein Messestand, an dem Besucher ein Spiel spielen, eine Entscheidung treffen oder eine Aufgabe l\u00f6sen, ist Live Marketing. Nicht wegen der Technik, sondern wegen der Handlung.<\/p>\n<p>Zur Abgrenzung:\u00a0<a href=\"https:\/\/screenable.io\/en\/blog\/erlebnismarketing\/\">Erlebnismarketing<\/a>\u00a0zielt st\u00e4rker auf die emotionale Qualit\u00e4t des Erlebnisses. Event Marketing beschreibt das Drumherum eines organisierten Ereignisses. Guerilla Marketing meint \u00fcberraschende Unterbrechungen im Alltag. Live Marketing ist spezifischer: Es geht um den Moment, in dem das Publikum aktiv wird.<\/p>\n\r\n\t\t\t<\/div>\r\n\t\t\t<style>@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1b98994713{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1b98994713{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1b98994713{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1b98994713{position: relative !important;}}<\/style>\r\n\t\t<\/div>\r\n\t\r\n<\/div><\/div><\/div><div class=\"wpb_column vc_column_container vc_col-sm-4 thegem-custom-6aaa82a1b9efa2893\" ><div class=\"vc_column-inner thegem-custom-inner-6aaa82a1b9efd\"><div class=\"wpb_wrapper thegem-custom-6aaa82a1b9efa2893\">\r\n\t\r\n\t<div  class=\"wpb_single_image wpb_content_element vc_align_center\" >\r\n\t\t\r\n\t\t<figure class=\"wpb_wrapper vc_figure\">\r\n\t\t\t<div class=\"vc_single_image-wrapper vc_box_rounded\"><img width=\"700\" height=\"700\" src=\"https:\/\/screenable.io\/wp-content\/uploads\/2026\/07\/EDEKA_Wheel.webp\" class=\"vc_single_image-img attachment-full\" alt=\"\" title=\"EDEKA_Wheel\" srcset=\"https:\/\/screenable.io\/wp-content\/uploads\/2026\/07\/EDEKA_Wheel.webp 700w, https:\/\/screenable.io\/wp-content\/uploads\/2026\/07\/EDEKA_Wheel-140x140.webp 140w, https:\/\/screenable.io\/wp-content\/uploads\/2026\/07\/EDEKA_Wheel-300x300.webp 300w, https:\/\/screenable.io\/wp-content\/uploads\/2026\/07\/EDEKA_Wheel-150x150.webp 150w, https:\/\/screenable.io\/wp-content\/uploads\/2026\/07\/EDEKA_Wheel-12x12.webp 12w, https:\/\/screenable.io\/wp-content\/uploads\/2026\/07\/EDEKA_Wheel-256x256.webp 256w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/div>\r\n\t\t<\/figure>\r\n\t<\/div>\r\n\t\r\n<\/div><\/div><\/div><\/div><div id=\"vc_row-6aaa82a1bb9d9\" class=\"vc_row wpb_row vc_row-fluid vc_custom_1753183130142 thegem-custom-6aaa82a1bb9b68266\"><div class=\"wpb_column vc_column_container vc_col-sm-10 thegem-custom-6aaa82a1bc0782614\" ><div class=\"vc_column-inner thegem-custom-inner-6aaa82a1bc07d\"><div class=\"wpb_wrapper thegem-custom-6aaa82a1bc0782614\">\r\n\t\r\n\t\t<div class=\"wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-6aaa82a1bc36f821\"  >\r\n\t\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t\t<h2>Warum es funktioniert<\/h2>\n\r\n\t\t\t<\/div>\r\n\t\t\t<style>@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1bc36f821{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1bc36f821{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1bc36f821{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1bc36f821{position: relative !important;}}<\/style>\r\n\t\t<\/div>\r\n\t\r\n\r\n\t\r\n\t\t<div class=\"wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-6aaa82a1bc63a3734\"  >\r\n\t\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t\t<p>Menschen erinnern sich an das, was sie getan haben, nicht an das, was sie gesehen haben.<\/p>\n<p>Das ist keine Marketingweisheit, sondern Ged\u00e4chtnispsychologie. Aktives Erleben hinterl\u00e4sst st\u00e4rkere Spuren als passives Empfangen, weil Handlung und Emotion zusammen kodiert werden. Der Ged\u00e4chtnisforscher Endel Tulving beschreibt diesen Mechanismus als episodisches Ged\u00e4chtnis: Erlebnisse, an denen man aktiv beteiligt war, werden anders gespeichert als blo\u00dfe Eindr\u00fccke. Wer auf einer Messe ein Spiel gespielt und gewonnen hat, erz\u00e4hlt das noch Wochen sp\u00e4ter. Wer einen sch\u00f6nen Stand gesehen hat, erinnert sich selten an die Marke dahinter.<\/p>\n<p>F\u00fcr\u00a0<a href=\"https:\/\/screenable.io\/en\/blog\/event-gamification\/\">Event Gamification<\/a>\u00a0gilt dasselbe Prinzip: Der Mechanismus ist nicht Unterhaltung um ihrer selbst willen, sondern Beteiligung als Ged\u00e4chtnisanker. Interaktion erzeugt Verweildauer, Verweildauer erzeugt Erinnerung, Erinnerung erzeugt Markenwirkung. Das ist die Kette, die klassische Werbung in den meisten F\u00e4llen nicht ausl\u00f6st.<\/p>\n\r\n\t\t\t<\/div>\r\n\t\t\t<style>@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1bc63a3734{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1bc63a3734{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1bc63a3734{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1bc63a3734{position: relative !important;}}<\/style>\r\n\t\t<\/div>\r\n\t\r\n<\/div><\/div><\/div><\/div><div id=\"vc_row-6aaa82a1bcec7\" class=\"vc_row wpb_row vc_row-fluid thegem-custom-6aaa82a1bceb12722 vc_row-o-content-middle vc_row-flex\"><div class=\"wpb_column vc_column_container vc_col-sm-8 thegem-custom-6aaa82a1bd3bf6442\" ><div class=\"vc_column-inner thegem-custom-inner-6aaa82a1bd3c2\"><div class=\"wpb_wrapper thegem-custom-6aaa82a1bd3bf6442\">\r\n\t\r\n\t\t<div class=\"wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-6aaa82a1bd65b192\"  >\r\n\t\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t\t<h2>Die Faustregel f\u00fcr eigene Ideen<\/h2>\n\r\n\t\t\t<\/div>\r\n\t\t\t<style>@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1bd65b192{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1bd65b192{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1bd65b192{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1bd65b192{position: relative !important;}}<\/style>\r\n\t\t<\/div>\r\n\t\r\n\r\n\t\r\n\t\t<div class=\"wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-6aaa82a1bd8ea2668\"  >\r\n\t\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t\t<p>Jede Live-Marketing-Idee l\u00e4sst sich mit einer einzigen Frage pr\u00fcfen: Tut mein Publikum in diesem Moment etwas, oder schaut es nur zu?<\/p>\n<p>Wenn die Antwort \u201enur zuschauen&#8220; ist, ist es noch kein Live Marketing. Es kann trotzdem sinnvoll sein, aber es ist etwas anderes. Wer diese Frage konsequent auf eigene Ideen anwendet, merkt schnell, wie viele vermeintliche Aktivierungen in Wirklichkeit Pr\u00e4sentationen sind.<\/p>\n<p>Zwei Hilfsfragen helfen beim Check. Erstens: Gibt es einen Moment, in dem der Besucher eine Entscheidung trifft oder eine Handlung ausf\u00fchrt? Zweitens: Bekommt er unmittelbar eine Reaktion darauf, ein Ergebnis, ein Feedback, einen Gewinn? Wenn beide mit Ja beantwortet werden k\u00f6nnen, ist die Grundstruktur von Live Marketing erf\u00fcllt. Mehr braucht es nicht. Warum\u00a0<a href=\"https:\/\/screenable.io\/en\/blog\/gamification-marketing\/\">Gamification Marketing<\/a>\u00a0dabei so gut funktioniert: Spiele erzwingen genau diese Struktur. Jede Spielmechanik besteht aus Handlung und Reaktion.<\/p>\n\r\n\t\t\t<\/div>\r\n\t\t\t<style>@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1bd8ea2668{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1bd8ea2668{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1bd8ea2668{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1bd8ea2668{position: relative !important;}}<\/style>\r\n\t\t<\/div>\r\n\t\r\n<\/div><\/div><\/div><div class=\"wpb_column vc_column_container vc_col-sm-4 thegem-custom-6aaa82a1bdf1a9242\" ><div class=\"vc_column-inner thegem-custom-inner-6aaa82a1bdf1e\"><div class=\"wpb_wrapper thegem-custom-6aaa82a1bdf1a9242\">\r\n\t\r\n\t<div  class=\"wpb_single_image wpb_content_element vc_align_center\" >\r\n\t\t\r\n\t\t<figure class=\"wpb_wrapper vc_figure\">\r\n\t\t\t<div class=\"vc_single_image-wrapper vc_box_rounded\"><img width=\"1600\" height=\"1068\" src=\"https:\/\/screenable.io\/wp-content\/uploads\/2025\/07\/Einkaufserlebnis.webp\" class=\"vc_single_image-img attachment-full\" alt=\"\" title=\"Einkaufserlebnis\" srcset=\"https:\/\/screenable.io\/wp-content\/uploads\/2025\/07\/Einkaufserlebnis.webp 1600w, https:\/\/screenable.io\/wp-content\/uploads\/2025\/07\/Einkaufserlebnis-140x93.webp 140w, https:\/\/screenable.io\/wp-content\/uploads\/2025\/07\/Einkaufserlebnis-300x200.webp 300w, https:\/\/screenable.io\/wp-content\/uploads\/2025\/07\/Einkaufserlebnis-150x100.webp 150w, https:\/\/screenable.io\/wp-content\/uploads\/2025\/07\/Einkaufserlebnis-768x513.webp 768w, https:\/\/screenable.io\/wp-content\/uploads\/2025\/07\/Einkaufserlebnis-1536x1025.webp 1536w, https:\/\/screenable.io\/wp-content\/uploads\/2025\/07\/Einkaufserlebnis-18x12.webp 18w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/div>\r\n\t\t<\/figure>\r\n\t<\/div>\r\n\t\r\n<\/div><\/div><\/div><\/div><div id=\"vc_row-6aaa82a1bf408\" class=\"vc_row wpb_row vc_row-fluid vc_custom_1753183140022 thegem-custom-6aaa82a1bf3ef3399\"><div class=\"wpb_column vc_column_container vc_col-sm-12 thegem-custom-6aaa82a1bf9de2550\" ><div class=\"vc_column-inner thegem-custom-inner-6aaa82a1bf9e1\"><div class=\"wpb_wrapper thegem-custom-6aaa82a1bf9de2550\">\r\n\t\r\n\t\t<div class=\"wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-6aaa82a1bfcd62310\"  >\r\n\t\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t\t<h2>Echte Beispiele, die nicht Red Bull hei\u00dfen<\/h2>\n\r\n\t\t\t<\/div>\r\n\t\t\t<style>@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1bfcd62310{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1bfcd62310{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1bfcd62310{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1bfcd62310{position: relative !important;}}<\/style>\r\n\t\t<\/div>\r\n\t\r\n\r\n\t\r\n\t\t<div class=\"wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-6aaa82a1bff8b6244\"  >\r\n\t\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t\t<p>Die \u00fcblichen Referenzprojekte im Live Marketing sind Konzernaktionen mit Millionenbudgets. Das verzerrt das Bild. Die lehrreicheren Beispiele sind kleiner.<\/p>\n<p>Ein Besucher scannt einen QR-Code, sein Smartphone wird zum Controller, das Spiel l\u00e4uft auf dem gro\u00dfen Screen am Stand. Kein App-Download, keine Registrierung. Der Einstieg dauert zehn Sekunden, die Spielrunde drei\u00dfig. Was der Besucher tut: steuern, entscheiden, gewinnen oder verlieren. Was h\u00e4ngen bleibt: die Marke hinter dem Spiel.<\/p>\n<p>Das funktioniert auch ganz ohne Hardware. Kein Screen, keine LED-Wand: Das Spiel l\u00e4uft komplett auf dem Smartphone des Besuchers, direkt im Browser. Unbegrenzt viele Teilnehmer gleichzeitig, keine Infrastruktur vor Ort n\u00f6tig. Funktioniert auf Messen, aber auch als begleitende Online-Kampagne.<\/p>\n<p>Analog und digital lassen sich auch mischen. Besucher spielen mit physischen Buzzern oder Retro-Controllern, das Ergebnis erscheint auf einem normalen Bildschirm. Der taktile Moment, das Dr\u00fccken des Buzzers, ist selbst Teil der Erinnerung.<\/p>\n<p>Oder ein Skill-Spiel im Schaufenster: ein Stacking-Game auf einem Display in einem leerstehenden Ladenlokal, Gewinn ist ein Gutschein. Niedrige Einstiegsh\u00fcrde, klare Belohnung, kein Verkaufsgespr\u00e4ch n\u00f6tig. Das Publikum spielt, scheitert, versucht es nochmal. Allen vier gemeinsam: kein gro\u00dfes Budget, aber eine klare Antwort auf die Faustregel-Frage.<\/p>\n\r\n\t\t\t<\/div>\r\n\t\t\t<style>@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1bff8b6244{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1bff8b6244{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1bff8b6244{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1bff8b6244{position: relative !important;}}<\/style>\r\n\t\t<\/div>\r\n\t\r\n<\/div><\/div><\/div><\/div><div id=\"vc_row-6aaa82a1c080f\" class=\"vc_row wpb_row vc_row-fluid vc_custom_1784200112509 thegem-custom-6aaa82a1c07f19948 vc_row-o-content-middle vc_row-flex\"><div class=\"wpb_column vc_column_container vc_col-sm-8 thegem-custom-6aaa82a1c0c781689\" ><div class=\"vc_column-inner thegem-custom-inner-6aaa82a1c0c7b\"><div class=\"wpb_wrapper thegem-custom-6aaa82a1c0c781689\">\r\n\t\r\n\t\t<div class=\"wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-6aaa82a1c0f53583\"  >\r\n\t\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t\t<h2>Gamification am Messestand als konkreter Einstieg<\/h2>\n\r\n\t\t\t<\/div>\r\n\t\t\t<style>@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1c0f53583{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1c0f53583{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1c0f53583{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1c0f53583{position: relative !important;}}<\/style>\r\n\t\t<\/div>\r\n\t\r\n\r\n\t\r\n\t\t<div class=\"wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-6aaa82a1c11da4118\"  >\r\n\t\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t\t<p>F\u00fcr Einsteiger ist der Messestand der naheliegendste Ort, um Live-Marketing-Prinzipien zum ersten Mal umzusetzen. Der Ablauf ist \u00fcberschaubar.<\/p>\n<p>Ein QR-Code h\u00e4ngt gut sichtbar am Stand. Besucher scannen ihn mit dem eigenen Handy. Das Smartphone wird zum Controller f\u00fcr ein Spiel, das auf einer\u00a0<a href=\"https:\/\/screenable.io\/en\/einsatzbereiche\/messestand\/\">interaktiven Messewand<\/a>\u00a0oder einem Screen l\u00e4uft. Nach dem Spiel erscheint ein Call-to-Action direkt auf dem Handy des Spielers: Kontaktdaten, Gewinnspiel-Teilnahme, Produktinfo.<\/p>\n<p>Was das f\u00fcr die Besucherbindung bedeutet: Die Interaktion selbst zieht Menschen an. Wer sieht, dass andere spielen, bleibt stehen. Wer stehenbleibt, fragt nach. Standpersonal muss nicht aktiv ansprechen, der Spielmechanismus \u00fcbernimmt das. Das ist das Grundprinzip hinter jeder Menschentraube vor einem Bildschirm, und es funktioniert unabh\u00e4ngig von der Standgr\u00f6\u00dfe.<\/p>\n\r\n\t\t\t<\/div>\r\n\t\t\t<style>@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1c11da4118{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1c11da4118{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1c11da4118{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1c11da4118{position: relative !important;}}<\/style>\r\n\t\t<\/div>\r\n\t\r\n<\/div><\/div><\/div><div class=\"wpb_column vc_column_container vc_col-sm-4 thegem-custom-6aaa82a1c168b439\" ><div class=\"vc_column-inner thegem-custom-inner-6aaa82a1c168e\"><div class=\"wpb_wrapper thegem-custom-6aaa82a1c168b439\">\r\n\t\r\n\t<div  class=\"wpb_single_image wpb_content_element vc_align_center\" >\r\n\t\t\r\n\t\t<figure class=\"wpb_wrapper vc_figure\">\r\n\t\t\t<div class=\"vc_single_image-wrapper vc_box_rounded\"><img width=\"700\" height=\"700\" src=\"https:\/\/screenable.io\/wp-content\/uploads\/2025\/07\/Verweildauer.webp\" class=\"vc_single_image-img attachment-full\" alt=\"\" title=\"Verweildauer\" srcset=\"https:\/\/screenable.io\/wp-content\/uploads\/2025\/07\/Verweildauer.webp 700w, https:\/\/screenable.io\/wp-content\/uploads\/2025\/07\/Verweildauer-140x140.webp 140w, https:\/\/screenable.io\/wp-content\/uploads\/2025\/07\/Verweildauer-300x300.webp 300w, https:\/\/screenable.io\/wp-content\/uploads\/2025\/07\/Verweildauer-150x150.webp 150w, https:\/\/screenable.io\/wp-content\/uploads\/2025\/07\/Verweildauer-12x12.webp 12w, https:\/\/screenable.io\/wp-content\/uploads\/2025\/07\/Verweildauer-256x256.webp 256w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/div>\r\n\t\t<\/figure>\r\n\t<\/div>\r\n\t\r\n<\/div><\/div><\/div><\/div><div id=\"vc_row-6aaa82a1c2caa\" class=\"vc_row wpb_row vc_row-fluid vc_custom_1753183140022 thegem-custom-6aaa82a1c2c8a7568\"><div class=\"wpb_column vc_column_container vc_col-sm-12 thegem-custom-6aaa82a1c332d3989\" ><div class=\"vc_column-inner thegem-custom-inner-6aaa82a1c3331\"><div class=\"wpb_wrapper thegem-custom-6aaa82a1c332d3989\">\r\n\t\r\n\t\t<div class=\"wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-6aaa82a1c355a3943\"  >\r\n\t\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t\t<h2>Vom Prinzip zur ersten Aktivierung<\/h2>\n\r\n\t\t\t<\/div>\r\n\t\t\t<style>@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1c355a3943{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1c355a3943{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1c355a3943{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1c355a3943{position: relative !important;}}<\/style>\r\n\t\t<\/div>\r\n\t\r\n\r\n\t\r\n\t\t<div class=\"wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-6aaa82a1c374f7514\"  >\r\n\t\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t\t<p>Der h\u00e4ufigste Fehler beim Einstieg ins Live Marketing ist die Annahme, es brauche ein gro\u00dfes Budget. Es braucht eine klare Interaktions-Idee.<\/p>\n<p>Wer die Faustregel verinnerlicht hat und wei\u00df, was sein Publikum in diesem Moment tun soll, hat die wichtigste Arbeit schon erledigt. Technik und Konzeption \u00fcbernimmt eine erfahrene Digital Activation Agentur, die das Format kennt und wei\u00df, welche Spielmechanik f\u00fcr welchen Kontext funktioniert.<\/p>\n<p>Wie die Umsetzung konkret aussieht, zeigt die\u00a0<a href=\"https:\/\/screenable.io\/en\/funktionsweise\/\">How it works<\/a>\u00a0von Screenable: Smartphone als Controller, kein App-Download, direkte Auswertung nach der Aktivierung. Wer wissen m\u00f6chte, wie das f\u00fcr den eigenen Messestand oder das n\u00e4chste Event aussehen k\u00f6nnte, findet dort einen guten Ausgangspunkt.<\/p>\n<p>Live Marketing ist kein Ort. Es ist ein Moment, in dem jemand etwas tut.<\/p>\n\r\n\t\t\t<\/div>\r\n\t\t\t<style>@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1c374f7514{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1c374f7514{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1c374f7514{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1c374f7514{position: relative !important;}}<\/style>\r\n\t\t<\/div>\r\n\t\r\n<\/div><\/div><\/div><\/div><div id=\"vc_row-6aaa82a1c3e3d\" class=\"vc_row wpb_row vc_row-fluid vc_custom_1753183140022 thegem-custom-6aaa82a1c3e1f5982\"><div class=\"wpb_column vc_column_container vc_col-sm-12 thegem-custom-6aaa82a1c44351139\" ><div class=\"vc_column-inner thegem-custom-inner-6aaa82a1c4439\"><div class=\"wpb_wrapper thegem-custom-6aaa82a1c44351139\">\r\n\t\r\n\t\t<div class=\"wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-6aaa82a1c47162507\"  >\r\n\t\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t\t<h2>Sources<\/h2>\n\r\n\t\t\t<\/div>\r\n\t\t\t<style>@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1c47162507{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1c47162507{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1c47162507{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1c47162507{position: relative !important;}}<\/style>\r\n\t\t<\/div>\r\n\t\r\n\r\n\t\r\n\t\t<div class=\"wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-6aaa82a1c49ae8594\"  >\r\n\t\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t\t<ul>\n<li>Tulving, E. (1972). Episodic and semantic memory. In E. Tulving &amp; W. Donaldson (Eds.),\u00a0<em>Organization of Memory<\/em>. Academic Press.<\/li>\n<li>FAMAB Kommunikationsverband e. V. (2023).\u00a0<em>Live-Kommunikation in Deutschland: Branchenbericht<\/em>. famab.de<\/li>\n<li>Erber, S. (2005).\u00a0<em>Eventmarketing: Erlebnisstrategien f\u00fcr Marken<\/em>. mi-Wirtschaftsbuch.<\/li>\n<\/ul>\n\r\n\t\t\t<\/div>\r\n\t\t\t<style>@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1c49ae8594{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1c49ae8594{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-6aaa82a1c49ae8594{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-6aaa82a1c49ae8594{position: relative !important;}}<\/style>\r\n\t\t<\/div>\r\n\t\r\n<\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":0,"parent":29143,"menu_order":79,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-35751","page","type-page","status-publish"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Live Marketing einfach erkl\u00e4rt: Definition &amp; Beispiele<\/title>\n<meta name=\"description\" content=\"Live Marketing: Warum Interaktion in Echtzeit funktioniert. 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