In a world with more and more content platforms, we lose more time choosing what to watch next, than actually watching it.

That’s why, when we get together with friends or family, this question always comes up: “What are you watching?”. But in Qatar’s World Cup 2022, Messi took this question to another level when, in the middle of an interview with Argentinian reporter Gaston Edul, he faced, Netherlands’ player WoutWeghorst, asking him “Quémirá, bobo?”, which cand translate to: “What are you staring at, dumbass?”.

Taking advantage of this episode, which was one of the event’s mediatic highlights, we created a platform that allowed Netflix to strategically communicate its titles in an entertaining, interactive, and relevant way.

This is how we launched: Bobot. A chatbot with AI that impersonated Weghorst and answered Messi’s question with recommendations on movies and shows to watch in Netflix.

To launch it, we created a campaign with content for TV, Social Media and OOH, boostedby activations with different entertainment influencers.

The campaign gave visibility and traffic to Bobot and also helped in it’s organic success.

Along the campaign we recorded more than 8 million interactions with the different content. 100% positive sentiment in the organic posts and 63% in the paid posts (with 33% being neutral). In terms of impact, the different communication channels, gave more than 175 million impressions.