Insight
Jägermeister stands for friendship, and is active everywhere it’s celebrated. But how can you reach people right where they chat to their friends on a daily basis? On their smartphones. In Messengers.
Jägermeister | Jäm Bot
Meet "Jäm Bot" – the first chat bot, that raps. With two of Germany's most popular rappers, Eko Fresh and Ali As, the bot transformed a regular message to friends into the most personal music video ever made. Chatvertising from Jägermeister!
Solution
Jägermeister Jäm Bot – the first chat bot that raps. Featuring two of Germany’s most popular rappers, Eko Fresh & Ali As, Jäm Bot turned a normal chat message to a friend into the most personal rap video ever made. Using artificial intelligence, Jäm Bot asked users for a few key pieces of information to create its message. These were then passed on to the rappers live in a recording studio, who transformed them into a personalized music video. Finally, Jäm Bot sent this back to the user.
Result
Within the shortest time period, more than 20,000 Jägermeister fans sent around 25,000 rap videos to their friends. In total, the campaign reached more than 4 million people.
How the campaign worked in detail
A teaser phase was started in order to win over users before the campaign highlight, the live day with Eko Fresh and Ali As on 6th December 2016. Via an attention grabbing trailer, the target group was made curious and invited to join the bot via an attention-grabbing trailer.
The heart of the campaign was the live-day on 6th December, with Eko Fresh and Ali As performing from the recording studio. Together with the bot they transformed countless messages into personalised music videos. The fitting occassion for the bot's message appeared all by itself for users to choose from: To toast to friends, to apologise for leaving your mates at a party, or simply to "diss" them, the list goes on.
The event was streamed directly out of the recording studio on Facebook Live. A mix of influencer blog posts, Facebook-Messenger and Video ads, and Ads on Instagram secured not just plenty of participants, but buzz on social media.
But whoever didn't get a personalised video on December 6th didn't have to leave empty handed. Since from that day, the Jäm Bot works fully automatically without the live rappers.
Credits
Client: Jägermeister
Production: blmfilm GmbH
Technical production: moinAI
Music & sound design: German Wahnsinn