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Transatlantic

Core disciplines: Branded content, Digital, Public relations (PR)

 

BRINGING LONDON 2017 TO THE WORLD

Developing the World's first chatbot for a global sporting event with the IAAF and Skype

 

Bringing together Skype and the IAAF

The IAAF wanted to take the excitement and experience of the World Championships beyond the geographic confines of London, and Skype is constantly looking for ways to bring people closer. Therefore, Transatlantic bought together the two brands so that the World Championships could be enjoyed through the most globally distributed communications platform

The SPIKES Bot

The SPIKES Bot was launched both on Skype and also across other IAAF digital platforms in the form of the Skype Web Control (allowing anyone to interact with the Bot, regardless of if they have a Skype account).

The Bot built up excitement for the Championships through a countdown calendar, quizzes and allowing fans to find out information about their favourite athletes and events. During the event, fans were kept updated through notifications, video and a dilay Highlights package. 

KEY RESULTS:

Delivering an audience bigger than Facebook and Twitter combined 

Over the course of the World Championships, over 130,000 people chatted to the SPIKES Bot, building up an audience for the IAAF that was 150% the size of the Facebok and Twitter audiences. The Bot also grew brand awareness for the IAAF's SPIKES digital magazine and drove direct traffic to the IAAF's digital platforms. 

 

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