Goldbach Interactive Buzz Report 2012: The digital "Wiesn" visitor is a man
For the 2012 Oktoberfest Buzz Report, Goldbach Interactive conducted a targeted analysis of social media channels throughout the duration of the Munich Oktoberfest and evaluated the results.
Anyone who previously had the impression that the majority of visitors to the Munich Oktoberfest consisted of former German Bundesliga footballers and their illustrious female companions may be consuming too many colorful sheets of paper, but they are not totally wrong. The digital Oktoberfest visitor fits the Kahn and Effenberg mold, at least in terms of age, gender and nationality. He is male, 42 years old, German, has a clear preference for roast oxen and his access to the social community is via Twitter.
Social media monitoring shows which brands are causing a stir
It is possible to quantify exactly which beer was the most talked about on social media. Hofbräu beer came out on top with 35%, just ahead of Paulaner with 33%. Löwenbräu provided less basis for discussion with 16 percent, Augustiner and Hacker-Pschorr with 7 percent each and Spatenbräu at the bottom with 2 percent. In terms of tents, the Hippodrom is the undisputed leader with 58 percent, followed by Käfer's Wies'n-Schänke with 15 percent, Schottenhamel with 7 percent and the Augustiner tent with 6 percent. The remaining 10 percent are distributed among the other tents.
A celebrity is someone who is talked about online
"O'zapft is!" This year was the penultimate time for Christian Ude, Munich's incumbent mayor, who traditionally taps the first keg of beer at Oktoberfest. This brought him the attention of a whopping 81% of social media members who discussed celebrities at the "Wiesn". Neither active or former sports stars such as Mario Gomez, Boris Becker, Franziska von Almsick, Henry Maske and Stephan Effenberg, nor the great Roberto Blanco could compete with this. They all provided a topic of discussion, albeit only in the single-digit percentage range.
