On 19 June 2013, at a press conference with Barack Obama in Berlin, Chancellor Angela Merkel said: Das Internet ist für uns alle Neuland. (The internet is new territory for all of us.) #Neuland quickly became the most-discussed term on German Twitter. The next day, the car rental company Sixt ran an advertisement with Merkel’s picture: Für alle, die #Neuland entdecken wollen. (For everyone who wants to discover #Neuland.)