EL PRESIDENTE

AMAZON

An immersive experience to uncover your inner levels of corruption.

A Messenger bot in which users will be tempted by the different characters in the show to commit acts of corruption in order to move forwards in the experience to win a reward.

Invitation to join the game

Personalized games by country:

Argentina, Mexico, Colombia, Chile

Integrated "subscription" CTA

across experience

Re-targeting for users

who dropped

LIFT STUDY RESULTS

JTBD: “Drive Linear viewership and tune-in”

We run a multi-cell experiment in 4 countries simultaneously: Mexico, Chile, Colombia and Argentina.

As Amazon does not share their data with us, the main metric we used to measure against the JTBD was Reported Action (RA) with a question “Have you started watching El Presidente?”

With only a maximum of 28% of the total budget the cell with the bot campaign drove significant lift against the BAU:

CHILE

1.5PTS

ARGENTINA1.1PTS

MEXICO

1.1PTS

ARGENTINA

0.9PTS

VS 1.1 LATAM/1.1 E&M

600k

People responded that started watching the show

4 OF 4

Countries, the bot strategy had statistical significant results on reported actions

2 OF 4

countries, the cell with the Bot strategy over performed de BAU Strategy.

ADITIONAL RESULTS

In most countries the campaign generated lift in Standard Ad Recall, in some cases well above the LATAM norm and in one case 2.0 PTS above the M&E norm.

Of the 121K+ messages the BOT sent, only 10% went unanswered.

45% of users click on the subscription button inside the bot.

The BOT had an 89.84% of responses, well above the minimum standard of 85% to be considered successful.

KEY LERNING

An immersive experience and ads specially crafts for our platform will perform better than Amazon BAU (trailers)

Also thanks to this project MarSci will push to do significant changes in the way on how to measure Amazon results in the future.