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Special Project

Special Project
From the 10th Annual Shorty Awards

Daddy’s Home 2 Dad Jokebot

Entered in Chatbots


Who doesn't love a great dad joke? The DADDY'S HOME dads are back, and they're ready to show off their best one-liners in an epic joke-off! This custom chatbot – which was active on Facebook, Twitter, Snapchat, Amazon Alexa, and Google Home – provided users with laugh after laugh. With an infinite supply of dad jokes that will make you laugh, cry, and sometimes cringe, you will definitely want to keep them coming. Get ready, set, joke!

Strategy and Execution

Users could choose the character (played by Will Ferrell, Mark Wahlberg, John Lithgow and Mel Gibson) they wanted to hear jokes from, and switch between dads for different styles of humor. Each of the characters had their own set of jokes, with no repeats or overlaps.

The jokes were all written to reflect the specific language tone of the dad telling it. For example, a joke coming from Will Ferrell's character would be excitable and corny, whereas a joke from Mark Wahlberg's character would be cynical and hilariously bitter. After receiving the joke, users would be given two options: hear another joke from the dad they chose, or pick another character. This allowed for them to experience the full breadth of characters and tones, and get a glimpse at the fun hijinks that will occur in the film when these opposing dads meet.

On Amazon and Google Home, all users had to do was download the skill and activate it vocally. On Facebook Messenger, Twitter and Snapchat, users could engage with the bot by sending the official DADDY'S HOME 2 a message, which would trigger the chatbot. Once the chatbot launched it would populate with a button that led directly to ticket sales, providing users with an easy-to-find link.


- Fans engaged across 5 platforms: Snapchat, Twitter, Facebook, Alexa and Google Home

- Over 100,000 fans engaged

- Generated over 4M messages

- 33% of Facebook fans subscribed to receive daily dad jokes delivered via the bot

- On average, fans engaged with 10 jokes per session (and astounding 33 messages per session!)

- 98% open rate on notifications


Video for Daddy’s Home 2 Dad Jokebot

Entrant Company / Organization Name

Headliner Labs, Digital Media Management, Paramount Pictures

Entry Credits