Twitter bot
- Promotional campaign for March Madness Basketball Tournament
- Fans were able to use the bot to build their bracket of teams that would win the tournament
- Users interacted with the bot via Twitter Direct Messages
- Fans who built brackets received scoring updates, prize giveaways, and redemption bracket opportunities throughout the tournament, helping them track their bracket’s progress
- 30% of fans returning to the experience multiple times
- Developed by vendor IC Group
Impact
- Users engaged with the bot for an average of 5 minutes
- 2M direct messages exchanged with the bot