ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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From the 12th Annual Shorty Awards

Corona Extra: Facebook Messenger RomoBot

Finalist in Chatbots

About this entry

Our objective   was to increase sweepstakes entries by X%* and provide Corona customers a personalized conversational experience on Facebook Messenger. The activation would drive engagement by:

Why does this entry deserve to win?

Strategy:

Corona awareness is high but in a market of several different beer options we needed to continue to break through. We wanted to reach Corona fans in a new and engaging way and a Facebook messenger chatbot was the perfect extension to the Corona Hotline campaign. Armed with data, we knew 1.4 billion people were engaging with chatbots and 34% of people prefer to communicate online versus over the phone (source: Statista). The chatbot also offered another way for consumers to interact with Tony Romo, other than just calling the Hotline directly.

Implementation & Key Features:

The chatbot, called RomoBot, allowed fans to directly interact and ask for Fantasy Football team names, GIF generators from Tony Romo and entry into the Hotline sweepstakes for a chance to attend an exclusive viewing of the Super Bowl. This was the first chatbot of its kind from a beer brand and fans loved engaging with it. The C-K team worked closely with Snaps, a Facebook Partner Manager, who helped us craft a decision tree which included hundreds of potential responses. In line with the Corona brand personality which is lighthearted, we created the RomoBot to look like an actual Robot with Tony Romo’s face. The chatbot was live for 2 months, September & October 2019. In that time, we saw more than 24K interactions and a 90% completion rate for the sweepstakes component.

Results

The RomoBot was a successful driver for sweeps entries as well as generating branded content for Corona Extra.

The chat bot was live for only two months (Sept. – Oct. 2019) and surpassed our goals:

Media

Video for Corona Extra: Facebook Messenger RomoBot

Produced by

Cramer-Krasselt, Snaps, Horizon Media, Constellation Brands

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Entry Credits