people engaged in the first week
more comments than any other in-season social content
For Disney studios, a key challenge is being a box office-driven business but remains a step removed from ticket sales, as that usually lies with exhibitors.
Introducing JACOB (Just Another Cool Online Bot) – a.k.a. The Bot Office on Facebook Messenger. Through the use of a single hashtag on social content, our audiences on social media would be able to summon JACOB to guide them through a consideration and ticket booking process without ever leaving the Facebook platform, a key drop off point in the purchase process.
Using new-to-market technology partner Jumper.ai, we built an ecosystem where people could engage with Disney content on social and put a brand-relevant pre-set hashtag in the comments (e.g. #AvengersSG) to trigger Messenger. This trigger activated tickets purchase without leaving Disney’s ecosystem, connecting content directly to box office results and raising overall media efficiency through greater engagement.
JACOB helped audiences in Singapore, Malaysia and the Philippines book tickets through serving engaging content and purchase services. During pre-season engagement JACOB re-targeted users who previously engaged with him as well as raised awareness of the films through engaging content delivery. In-season primed audiences had the ability to purchase tickets for the film, all with strict guidelines to ensure the interactions he initiated were non-invasive and offered value.
In JACOB’s first week 100% of people who entered the system engaged, 50% converted.
In subsequent films we had 18x more comments than any other in-season social content and the conversion rate increased to 58% then to 68% overall as we refined the purchase funnel.
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dentsu X: Disney Studios
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