With a limited spend, Sprint Latino wanted to share time with soccer fans—from casual to hardcore—during a busy sports period through a fun game that sparked their inner smack-talker.
We built a sassy, human-like chatbot personality within Facebook Messenger—she was the first conversational gaming platform in Sprint’s social marketing, and she killed it.
The character-driven campaign was inspired by the love we all have for our abuelita (grandma). We brought her to life using all the latest toys—3D animation and artificial intelligence.
A conversational experience with a witty character, La Futbolera.
La Futbolera was playful and feisty, while educating visitors about Sprint. Our chatbot was a virtual betting game that pitted fan’s wits against grandma with the chance to win up to $10,000 in prizes.
Today, where three-second videos are average and six-second views are a win, our ability to hold user’s attention for over 25 minutes, with an average of 2½ repeat visits, was epic.
We exceeded our expectations overall with a 42% registration rate. What started as a neglected audience became really important to Sprint, providing reliable information about fans and their knowledge of the brand.
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