Company: Sony Music Entertainment
Location: London, UK
Role: Ideation / Digital Project Lead
Website link: messenger.com/t/robbiewilliams
Back in July 2016 I attended a round table discussion about chat bots and came away thinking that, with a new Robbie Williams album on the horizon, a Robbie Williams chat bot - which we'd go on to call RobBot - would be a perfect way of bringing the fans close and personal with their idol.
Fortunately, Robbie Williams agreed, and so we got the green light to run ahead with the project. Our initial intention was for our bot to be the world's first music celebrity chat bot, but with album release schedules being as they are, a small handful of competitors beat us to it. Our focus therefore changed to making the best celebrity bot in existence.
We worked with BAM Mobile to develop a rich, engrossing experience for Robbie's fans, using interview content from the archives and specially recorded audio from Robbie talking about the new album, The Heavy Entertainment Show. We included lots of humour, were liberal with our use of emojis and gifs and really tried to script answers to all the most common music and non-music related fan questions we could think of. The fan online forum was a good source for this! I personally think RobBot fulfilled our objective.
I loved being on the team to launch one of the music industry's first chat bots. The video in this case study captures a typical use case scenario, and I've also included a shot of me at the chat bots round table that kicked off our experience with them.