Jaem Bot and the use of chatbots in marketing
The Jaegermeister brand achieved a marketing success in December last year with the chatbot Jäm Bot. With the help of the bot in Facebook Messenger, users were able to create personal rap messages and share them with their friends or family. The concept was developed by the agency LA RED The Hamburg-based company knowhere developed and implemented the chatbot technically with the AI chatbot solution moin.ai.
One challenge for the chatbot experts was the heart of the campaign — the live day on which artists Eko Fresh and Ali As produced personalized videos in the recording studio, which were then sent to users via the Jäm Bot. More than 20,000 Jaegermeister fans have created over 40,000 videos with the chatbot. In total, the campaign reached four million contacts and also caused a stir online (e.g. W&V, skyline). At this year's ADC festival in Germany, the campaign won two awards and two bronze nails. She was awarded silver twice at the German Digital Award and there was also silver in the Social Media category at the Annual Multimedia Award. Jaegermeister also presented the successful chatbot at the New Platform Marketing Conference 2017 in Hamburg.
Successes such as the Jäm Bot show that Chatbots in marketing They are already playing an important role. They increase brand awareness and build personal communication with fans, where they navigate and interact with the brand in a well-known environment, Facebook Messenger. Facebook is continuously adding additional functions to the messenger platform, optimizing the conversation experience and offering above-average performance when it comes to advertising formats for bots.
