Last October, Deutsche Bahn (DB) launched a social media campaign with popular comic Anke Engelke in the main role. We watch Engelke, as train conductor Tina, and her team doing their best to navigate everything from defective doors to blocked toilets and broken-down trains — and, at the same time, keep passengers happy.
Upon its launch, a senior DB manager, Michael Peterson, called the nine-part series a "humorous declaration of love to the staff." Deutsche Bahn has some 230,000 employees.
Engelke's campaign was feted in the trade press for its media reach, too — with more than sixty major media organizations reporting on it. Within a few days of its launch, the promotion had already got over one million clicks.