Successful digital campaign confirmed Hong Kong Disneyland as Marvel’s Asia epicenter with a Messenger Chat Bot dedicated to the agents of the S.H.I.E.L.D
Hong Kong Disneyland’s Marvel Superhero experience featuring the famous Iron Man, Captain America and Spiderman was a successful campaign promoted by an innovative digital experience where users could establish a personal connect to the Marvel characters.
Hong Kong Disneyland roped in Social & Mobile Agency KRDS Hong Kong to develop a Marvel Chatbot on Facebook Messenger.
This messenger Chatbot acted as an invitation for users to join the ranks of the Agents of S.H.I.E.L.D. Users could answer questions successfully to achieve the mission and win a personalized marvel poster.
KRDS was tasked with drafting the questions for the Chatbot, developing it and testing it for bugs along with tracking its performance. The Chatbot is available in Traditional Chinese and English. The campaign ran for a duration of four weeks and gathered 7,000 users and 15,000 game plays on the Chatbot.
Commenting on the campaign, Brice Le Guen, Director at KRDS Hong Kong said:
“A Chatbot is a great tool to interact with your audience in an immersive way and this Chatbot gave loyal fans of Marvel and Hong Kong Disneyland an opportunity to have a personal connect with the story. It was an honour lending our digital expertise to this project with HKDL to bring their vision to life. ”
Over the past year, Chat Bots have been taking over the conversation for innovative ways brands can connect with their customers on Instant Messaging Applications. So far we have seen bots do it all, from restaurant reservations, flight bookings and also playing the part of a medical assistant. Each interaction with the bot enables quicker and faster response times. With the general attention span of the world reducing, chat bots can be a great alternative for customers that are unable to wait for information.
In the recent times, companies have been trying to explore chat bots as a tool for Human Resources. It is of importance how human resource departments can communicate effectively with their employees providing them necessary information ranging from holidays, CPF or pension. Usually, employees are required to set up long meetings with their HR to receive this information and a lot can be lost in communication.But we are entering the chat bot revolution where chat bots can prove to be highly effective in these situations and can provide the necessary information to the employee instantaneously. A quick message to the bot asking for your pending holidays could provide you an instant reply minimizing the turn-around time for the HR to respond. Companies like Axa have already taken the step in deploying chat bots in their human resource strategy.
It can be quite ironic to have machine learning assist a field that thrives on human learning and feedback however, it is interesting to see how successful bots can perform and automate certain daily tasks in an organization.
Recently, it was revealed that McCann Japan hired a Creative Director who is also a robot by automating this role in the organization. It is however, not in interest of an organization to automate the Human Resources that largely depends on human interaction and experiences.
Experts believe that as the technology of Bots improves every day due to constant research, eventually a bot could help sift through multiple resumes using machine learning to find prospective employees for the organization.
We are at the brink of a Chat Bot revolution on instant messaging applications. As downloads for applications on social networks go down, brands are choosing to come to the place where the user spends most time, in the safety of their favourite instant messaging applications.
As countless brands have taken the plunge to introduce Chat Bots to automate the conversation with their audience it is quite clear that Bots are here to stay. As Facebook revealed in July the presence of over 11,000 bots on Facebook Messenger and counting, bots have been taking the world by the storm.Whether it is booking a dinner table or scheduling an appointment with a doctor, customers can now carry out a spectrum of online transactions within the comfort zone of their Instant Messaging Applications.
According to a study by Business Insider, Messaging applications have now surpassed social networks in terms of usage. This confirms the notion that brands must actively adopt the idea of connecting with its customers and potential users on Instant Messaging Applications instead of pushing more stand-alone applications of social networks. An important aspect of the new revolution of conversational user interfaces is the adoption of a human like persona for the bot. Whether it’s the sweet talking Siri or Cortana, bots now act as a personal virtual assistant with human like qualities which makes the experience of interacting with the bot more enriching rather than monotone or without emotion.
This also provides the brand much room for injecting their brand’s personality in the bot. The bot thus acts as a spokesperson for the brand managing countless interactions at the same time with ease and eliminates human errors. With a proper and extensive strategy, bots can not only automate daily tasks for the brand but will be able to establish and build a lasting relationship with your customers.