Case Study: MDR achieves 700,000+ unique visits and community-driven flood relief engagement with Ion Interactive

MDR - Customer Case Study

MDR, a German regional public broadcaster, launched a liveblog/forum to support communities affected by severe floods. Facing the challenge of delivering timely information while fostering meaningful local aid coordination, they aimed to move beyond standard live reporting to create a dedicated hub for requests and offers of help, all while managing moderation and tool adoption during a fast-moving crisis.

They created a second live ticker focused on relief needs, promoted it across TV, radio, partner sites and social channels, and staffed 24/7 moderation with a small team that integrated Facebook and Twitter comments. The initiative drew nearly 700,000 unique visits, drove growing comment activity, earned strong user praise (in some places outperforming Facebook) and delivered a significant brand boost—MDR plans to replicate the community-driven format.

MDR

Willem de Haan

Social Media Specialist