‘Working directly with ManyChat and Meta has been invaluable in this project. A testament to how useful it is to have product teams open for discussion and to learn from.’
The background
We built a digital experience that connects kids to one of the best players in the world, Paris Saint-Germain forward Kylian Mbappé. Kylian wished he could chat with every young fan, but his busy schedule prevented it—until now!
The execution
Engage Mbappé Mode is an Instagram chatbot experience that lets fans engage 1:1 with Lil Mbappé, a mini digital version of the French footballer. Kids are encouraged to DM Lil Mbappé for daily challenges, fun quizzes, and cheeky banter.
When a user messages Lil Mbappé on Instagram via the Nike Football handle, a week’s worth of fast and fun challenges begins. Every day, Lil Mbappé sends them a new activity, quiz, or mini-game to engage with.
We set out to maximize the chatbot experience while also making it feel as human as possible. Our team designed the framework, created the flows, and built the fully programmed chatbot experience in English, French, and Spanish using ManyChat.
The results
Between Nike Football’s 45+ million followers and Kylian’s 72+ million followers, Engage Mbappé Mode took over Instagram and was impossible for fans to miss. As massive football fans ourselves it was an honor to work with one of the greatest players in the world and give young fans the ability to chat with Lil Mbappé on his behalf anytime, anywhere.
Credits
-
Division
-
Directors
-
Agency
-
Brand
-
Conception Creative Director
-
Platform
-
Kind
-
Industry
-
Release Date
2022-10-12
