We made young people step outside their comfort zone like never before. Using only a chatbot.
- Client
- Magyar Telekom
- Capability
- Creative · Social media · Data, analytics & integration
- Industry
- Telecommunications
The story
Booooooooring
Going to a festival isn’t really about leaving your comfort zone anymore. We buy the passes half a year in advance, and we know beforehand which performers we’ll see, where and who we’ll go with. Boring, isn’t it? That’s why Telekom decided to create the most discovery-filled festival campaign ever.
The challenge
No info. At all.
So the festival-goers looking to party weren’t given any information about the programs beforehand. Not the location, not the exact date, not even who’s gonna perform. However, we still gave them something: a tool we could use to speak with them. We named it the Magenta Vibe Chatbot.
Our solution
Only a chatbot?!
Magenta Vibe was just like that buddy who knows all the cool places and randomly drops you a message if he knows about a dope party. Except this buddy had more than 15,000 friends. But we skipped the usual stuff. We invited people to container parties, festivals, meet and greets, private concerts and secret locations. Those who were down with it could experience something really outside their comfort zone. Finally!
The results
Magenta Vibe received 159,695 messages in Messenger. We reached more than 1.2 million people with the campaign. 15,646 people talked to our bot, and almost all of them said they were interested in our parties.
Related projects
Slide 1 of 3: Unspotted Spots: hidden in plain sight
Unspotted Spots: hidden in plain sight
It’s not often we take pride in a campaign that millions of people saw, yet no one actually noticed. But that’s exactly what happened. Below, we’ll take you behind the scenes of Telekom’s Unspotted Spots campaign: how it started, how it unfolded, and why we hid the whole thing in plain sight.
Now you.
Enough about what we’ve done. What have you got in mind? A campaign, a product, a big what-if? Our Growth Partners know their way around the industry. And they’re all ears.