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Special Project

Special Project
From the 10th Annual Shorty Awards

American Assassin

Entered in Chatbots, Gamification


As well as being a major operator of cinema exhibition circuits and movie producers, Roadshow distribute films for major international production houses across cinema, VOD and at-home entertainment.

For the Australian theatrical launch of 'American Assassin', they tasked us to facilitate awareness of the story and characters; proving it's more than just a shoot-'em-up film. We also had to create a platform that could be 're-activated' in the event of possible sequels, while growing their email database.

Strategy and Execution

Let audiences know there's more to American Assassin than they think by getting them to understand the skills and psychological attributes required to be an elite assassin.

How? By training them, testing their own limits and allowing themselves to be immersed in the psyche of film's main character.

For the first time, a chatbot was transformed into a fully immersive experience with unprecedented interactivity. We created a platform of engaged recruits that could be re-activated for potential sequels.

We created the internet's first assassin-training chatbot.

We pulled apart Facebook Messenger functionality and gamified every aspect of it to create 125 modules that tested users' ability across six core skillsets – Perception, Languages and Codes, Attention, Morals and Ethics, Dexterity and Mental Agility.

This was supported by 6 assessment modules that tested what they learnt, before ranking and scoring recruits.

We collected data from the way they interacted with the modules and tests—including response times, accuracy, length of interaction, number of sessions—and cross-analysed it with personal data provided by free-text input and social media profiles. The results provided profiles that could be compared to the film's protagonist to identify our own 'Australian Assassin', who scored a $30k global mission.


For a 15-day campaign, we:

- achieved 92 days of overall engagement

- saw 11 hours of gameplay from a single user

- schooled 10k+ unique recruits

- sent 500,000 messages


Entrant Company / Organization Name

Isobar Australia, Roadshow


Entry Credits