Facebook Chatbot Campaign

Challenge
For WGN America’s original series Bellevue, the goal was to engage crime-show enthusiasts in a deeply interactive experience that went beyond traditional marketing, encouraging fans to tune in by stepping into the role of a detective.

Strategy
I led the development of a Facebook Messenger chatbot that delivered a rich, narrative-driven experience. Fans could interact with characters, uncover clues, and actively participate in solving crimes, creating a level of engagement that mirrored the show itself. The strategy focused on driving tune-in through personalized, story-driven interaction.

Execution

• Designed and built an interactive chatbot experience that let fans play detective within the Bellevue universe.

• Collaborated directly with Facebook to enable video and photo integration, overcoming platform limitations to enhance storytelling.

• Scheduled a premiere-day reminder message via the chatbot, sending trailers and prompts to every fan who had interacted with the experience.

• Crafted a compelling narrative with rich character interactions and story-driven clues, keeping fans engaged and invested in the show.

Results

• Delivered a highly immersive fan experience, allowing audiences to actively participate in the show’s storyline.

• Increased viewer engagement and tune-in by creating a personal, interactive connection with the series.

• Pioneered the use of Facebook Messenger as a storytelling platform for scripted television, setting a precedent for future chatbot campaigns.

  Watch a video about the Facebook Chatbot: https://www.youtube.com/watch?v=SbEkOZTpO9Q