In this social campaign for Hugh Laurie's Hulu original show, "Chance," we used A.I. to help turn passive viewers into active participants through an ongoing, personal conversation with the main character.
The experience began with the Find Your Limits test that asked fans to think about their own morality and how far they would go if presented with various vexing situations, just as anti-hero Eldon Chance is. Adding to the difficulty (and eeriness) of the test, it brought your friends and family into the fictional situations, through Facebook. Would you save your brother or the train full of people…
Once you took the test, Chance himself reached out over messenger (a custom chat bot) with your personalized results that put you into one of several archetypes.
This was just the beginning of your chat conversation with Chance, which would evolve as the story continued. The doctor/patient relationship devolved into one where you became Chance’s confidante, mirroring the downward spiral he takes in the show.
Over the course of the conversation, participants received special pics and posters that they could then repost.
The entire campaign was supported by continuous posts to lure new fans in. The experience could be started at any time throughout the show and beyond.
38+mm people reached; 20x social growth fan base; 175k active social followers; 69k fan comments; 12mm social video views
Agency: POP | Creative Director: Joel Eby | Associate Creative Director/Writer: Daniel Brockley | Art Director: Chad Pelota | Art Director: Joe Larrabee | Strategist: Eric Powlesson