Foxtel launches chatbot for Wentworth to engage fans on Facebook

19 April 2017

Advertiser: Foxtel
Creative Agency: The Works Sydney
Media Agency: Mindshare (NSW)

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Love Wentworth? Then Foxtel has just released the chatbot for you.

Foxtel has launched a new chatbot that will interact with fans throughout season five of it’s popular drama series Wentworth.

‘The Wentworth Rat’ chatbot has been developed by social messaging agency On Message and Foxtel’s media agency Mindshare.

It is available through Facebook messenger where users will be able to get exclusive content and gossip about the TV show. It’s positioned as a virtual inmate locked behind the bars of Wentworth.

The Rat interacts with fans via Messenger, asking them questions and revealing exclusive content including videos, GIFS and audio, as well as giving teasers about upcoming storylines.

On Message founder Douglas Nicol says: “Wentworth fans are incredible and love the show, and this clearly shows in the amazing level of social media engagement it achieves.

"The addition of The Wentworth Rat takes that engagement to a new level. It’s a very personal, very conversational way for a TV show to reach its fan base and extract maximum enjoyment for viewers in what is a first for Australian broadcast TV.”

On Message was founded out of The Works last year, developed by Nicol, Damian Pincus and Kevin Macmillan.

Mindshare innovation director Jack Smyth says the agency is continually finding new ways to draw subscribers deeper into Foxtel’s key titles.

"As platforms like Messenger mature there are new opportunities to capture and keep a fan’s attention. We’re looking forward to building on the success of The Wentworth Rat in future campaigns," he says.

Foxtel head of marketing of entertainment Gina McGrath adds: “The Wentworth Rat has been a great extension to our digital and social strategy for this campaign and we are delighted with the results.”

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