It hasn’t been that long since bots started appearing on Messenger, and I’ve come across one of the coolest first examples of the use of bots on Messenger to interact with fans of a brand as part of a promotion. Cue the promotional campaign for the latest instalment of Call of Duty – Infinite Warfare.
To promote the new game, out in November, Activision teamed with Facebook and created a Messenger bot to interact with fans who would like to take part in the reveal for Call of Duty: Infinite Warfare. The idea is pretty simple: users watched a short message video with Lt. Reyes – a character from the game – who then asks them to contact him on Messenger and help him crack a code found in a game map on Call of Duty: Black Ops III – Nuk3town.
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In the first 24 hours of being online, the bot exchanged over 6 million messages with fans who were directed to the code. Those lucky enough to use the clues got to see the COD: Infinite Warfare Reveal Trailer! You can watch it below. :-)
This is an incredibly cool example of the changing framework in the game industry. Viral campaigns are not new to the industry, but bots are surely going to change things a lot! At least in terms of how people interact with campaigns or in-game characters.
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In a press release, Tim Ellis, chief marketing officer of Activision Publishing explained
[quote]We wanted to give our fans playing Call of Duty the first peek at the next game and a unique way to interact with one of the characters from the upcoming Call of Duty: Infinite Warfare. Messenger gives us the opportunity to engage directly with our fans in an interactive adventure that has never been done before — in Call of Duty or on Messenger. [/quote]
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