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DEVELOPING A FACEBOOK CHATBOT FOR DISNEY’S “OWN THE MOMENT” CAMPAIGN

Testing customer engagement with a chatbot service to aid discovery of purchases and download options for films on multiple platforms.

EDUCATING USERS THROUGH A NEW CHANNEL

As part of the ‘Own the Moment’ campaign, Spicerack were briefed by Disney to create a Chatbot for their UK Facebook page.

The main aims were to educate users and share knowledge in the variety of ways in which Disney films can be downloaded ‘to keep’ across key retailer platforms, including Sky TV, Amazon Prime, iTunes and Google Play.

In addition, Disney were keen to understand the extent to which users are willing to interact with a Chatbot particularly in the 55-54 age category and users looking to purchase and gift film downloads.

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THE SOLUTION
CONVERSATION DESIGN

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By developing a set of storyboards and a conversation tree, we mapped the different user journeys and educational goals. We designed content cards that integrated into this conversation tree; these promote relevant Disney titles, and the distribution channels through which Disney’s ‘Own The Moment’ content can be downloaded.

Using this conversation structure, and a robust Javascript framework, the chatbot engine was integrated with the Facebook Messenger platform. The Chatbot application is hosted on a dedicated cloud infrastructure set-up, managed by Spicerack. Working with the Disney team we created a set of KPIs, and implemented the necessary tracking mechanisms to report on usage, and interaction with the Chatbot.

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Results so far

The Chatbot saw 8000+ interactions during the first week. There were positive interaction results amongst the 55-64 age category, specifically targeted by Disney as users who would struggle with the ‘Own The Moment’ content.

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