Foxtel: The Wentworth Rat

Jack Smyth

Wentworth, an Australian TV programme, used a Facebook chat bot to engage fans and increase live broadcast viewers.

Campaign details

Brand: ShowcaseBrand owner: FoxtelLead agency: Mindshare AustraliaContributing agencies: OnMsgCountry: AustraliaIndustries: TV channels, services, programmesMedia channels: Content marketing, Social media, Voice, chatbotsBudget: 500k - 1 million

Executive summary

Wentworth is a cult Australian TV series set in a female prison. Rich characters, rapid pacing and racy dialogue such as "I don't eat sausage, I'm a vagitarian" have created a loyal fan base.

As Wentworth entered its fifth season we faced a new problem: fans were sitting out the live broadcast to binge-watch the entire season...

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