Objectives

Expanding programming to its successful Facebook Riddle Me This community, Jellysmack partnered with Facebook and social media star Thomas Sanders to create the immersive new murder mystery show, Kill In The Blank.   Viewers were encouraged to watch the video series, look for clues, and then ask questions and interview suspects via the Kill In The Blank Facebook Messenger Chatbot, all with the hope of catching the Serial Number Killer!

Strategy and Execution

The Kill In The Blank video series capitalized on the existing audience of two distinct communities: Jellysmack's Riddle Me This page, with over 5.3M followers, and the star of the show, Thomas Sanders, with 2.6M followers.   Understanding our existing communities viewing habits, we wanted to transition them from our traditional animated format to a new live action whodunit series with an interactive twist.   To do so, we built the Kill In The Blank Custom Chatbot in Facebook Messenger that delivered clues in the form of text, video, and sound, helping our active community of sleuths discover the true nature of the Serial Number Killer.  

Results

Kill In The Blank achieved the following results:

For The Video Series

• Over 1,200,000 organic views across 8 episodes from Dec 1, 2019 to Jan 1, 2020 (one month)
• 14,000+ Engagements

For the Chatbot:

• Over 1,200,000 messages sent in chatbot
• Average 97% completion rate of chatbot conversation flow per episode
• Average time spent in episode chatbot session of 4:50
• Average messages per user per session = 33
• 8k unique chatbot users per episode
• Push Messages: Open rate average = 92%, Click-Through Rate = 67%

Media