04.10.2017 The Wentworth Rat
To launch the fifth season of prison drama Wentworth, we augmented the shows’ compelling story line using an innovative format – a chatbot.
Assuming the persona of a prison-snitch, The Rat was far more than a chatbot – it was an entirely new character within the Wentworth prison. The Rat, based on Facebook Messenger, made the perfect protagonist to smuggle out information about future episodes of Wentworth and became a natural extension of the show, ultimately sustaining viewer engagement.
This meant we beat the binge temptation with Wentworth sustaining No.1 on Foxtel every week from premiere to finale.
The chatbot itself recorded over 2.2M interactions across 211,500 sessions, with an average user spent 1 hour and 9 minutes chatting with The Rat throughout season 5. This resulted in an incredible total of 1.4 years worth of conversational engagement.
The Wentworth Rat was recently awarded bronze at Cannes Lions, Best Use of Real-Time Marketing at the Mumbrella Awards, ASTRA’s Most Outstanding Innovation Award, two silvers at the MFA’s, AC&E’s Mobile Marketing and Best Use of Mobile, as well as B&T’s Best Use of Mobile.