"One chatbot to rule them all, to find them, to bring them in to the movies and to bind them to the popcorn."

 

One of the biggest challenges for the movie industry is getting the 16-24 year olds to come to the movies. To tackle this challenge TLGG developed the "DAS KINO" chatbot, using the Mercury.ai, as a core channel to effectively target this age group and drive down marketing costs. The Chatbot was created to serve two campaign tactics in a self reinforcing loop: Support the campaigns creative narrative on Facebook Messenger while creating deep user profiles that enable optimization of media spend and target group reach. 

 

The bot had a few basic abilities such as answering useful questions like: "When is Deadpool playing?", "Are there any new movies with Chris Hemsworth?“,"Where are they showing the new Star Wars in my area?", "When is the new movie with Brad Pitt playing in my town?"and even more challenging questions like "I want action in New York City tonight". To make the bot fun to use, users were sent through a "What movies you should definitely NOT watch“ quiz which the bot could use to predict which movies to avoid. 

 

As a result of the bot, we were able to build deep user profiles which drove down marketing costs. The inbuilt user profile and personalization function of the Mercury.ai platform easily translates these highly personalized profiles into custom audiences on Facebook. The result is a self reinforcing loop of user engagement and targeting optimization. The more users interact with the bot the higher the user profiles get the the cheaper the user acquisition cost gets and the more users are acquired with the existing campaign budget.