TRAPT BAR & ESCAPE ROOMS - MELBOURNE

Comment to Bot Competition Social Media
Case Study

By The Creative Collective


BACKGROUND:

TRAPT Bar and Escape Rooms is located in Melbourne, Victoria.

This company is a bar and escape room venue located in the heart of Melbourne’s CBD in the basement of the heritage Keep & Co building.

Designed for groups, teams have 50 minutes to find clues and solve puzzles to escape the TRAPT rooms before time runs out! Then, kick back, relax and celebrate in the bar

TRAPT and The Creative Collective worked together to create a Comment to Bot competition through their Facebook page using a third party chatbot system and the messaging features of a Facebook page with the aim of building the venue's brand awareness, level of engagement on social media, increasing the company database and giving the client the ability to send future promotional messages to people who 'opted in' by entering the competition.

The venue in Melbourne...


APPROACH


Having had success with a range of other clients, we suggested a comment to bot competition on Facebook may be a good way for TRAPT Bar & Escape Rooms in Melbourne's CBD to increase brand awareness and grow their database so they could share current promotional offers.

A comment to bot competition means that a Facebook user is prompted to comment on a page post, which then triggers an automatic Facebook Messenger bot to that user direct and our clever little bot does the rest, subject to what we have programmed it to do.

In the case of this client, people commenting with 'ENTER' were prompted to provide their email + phone number in Facebook messenger and were then told they had successfully entered the competition in a brand voice which was authentic for TRAPT as a venue.

With the bot created, we conducted some test runs with the client then launched the campaign via a carefully written page post (see below) with a carefully written Sponsored Post on Facebook for desktop + mobile view targeting people in the Melbourne region.



THE RESULTS


Campaign duration: May 2019

Spend: $900 AUD

Reach: 32,455 People

Actions: 2,010 Reactions, comments & shares

Post clicks: 1,793

Engagements: 3,803


From the 1,417 comments, 1009 of these were ‘Enter’ and subsequently opting into Messenger Marketing.

Over the period of the competition, we had around a 7% increase in page likes (+685 likes) and was great for furthering engagement and page likes, as well as building up the current database.

Want us to design a chat bot strategy or competition for your business? Talk to us!

Schedule a complimentary 15-20 minute chat with us here.


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