Audience engagement
Shameless
January 2018
To keep their loyal fans engaged and entertained, Showtime created a Messenger bot that maintained the irreverent tone of the series, housed exclusive content and extended the narrative and themes of the show in playful and shareable ways using a multitude of Messenger features and functionality.
For the 8th season of hit US TV series, Shameless, Showtime Networks wanted a Messenger bot that would drive excitement and engagement from premiere to finale and beyond amongst their passionate fan base.
The bot needed to retain and entertain loyal viewers to solidify Shameless as the #1 series on Showtime, and ensure that fans knew that Showtime was the only place to watch season 8.
Showtime worked with The Bot Platform to develop a pre-season, in-season and post-season phasing strategy for their bot, with each phase aimed at maximizing engagement with their fans by utilizing the full breadth of Messenger functionality and driving attribution to Showtime.
The resulting bot kept fans entertained throughout the season, extended the show’s storylines and drove huge subscriptions to Showtime’s streaming service.
With the season finale having aired, the bot is now continuing to keep fans engaged out of season, alleviate pressure from Showtime’s community managers by having an automated marketing channel and to build excitement for Season 9.
By utilizing the full breadth of functionality within Messenger, from quick replies to quizzes and the doodle draw feature to audio messages, Showtime are able to create a suite of experiences that extended the narrative and storyline of each episode using The Bot Platform.
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