To launch the fifth season of prison drama Wentworth, we augmented the shows’ compelling storyline 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.
ASTRA’s Most Outstanding Innovation Award
MFA’s, Media and Entertainment
MFA’s, Best Use of Technology
AC&E’s, Mobile Marketing
AC&E’s, Best Use of Mobile
AdNews, Finalist for Best Use of Mobile
B&T, Gold for Best Use of Mobile
Mumbrella Awards, Gold for Best Use of Real-Time Marketing
Cannes, Gold for Social and Influencer
WARC Media Awards for Effective Use of Technology