Thanks for the quick reply.
The pins are connected correctly. It sounds easy but I really can not get it working... 
The function beginTransmission(byte) takes one argument - the address, which I can't find in the data sheet and can not be set using e.g. short-circuit on the IC.
You are sending 11 bytes. Shouldn't it be bits?
I am thinking something like 0b00101011111 for 0db or 0b11111010100 if the bits are ordered in reverse.