The Trolli Chabot is Aiming to Raise Brand Engagement with Millennials
Hayley McGlone — July 21, 2016 — Marketing
References: adweek
The Facebook Messenger-powered Trolli chatbot is aimed at brand interaction with Millennials. The chatbot offers interactive quizzes, GIFs and prizes to keep users interacting with branded content. The Trolli chatbot has a game-like quality to the conversations to keep teen consumers actively engaged with the brand.
The users can discover if they are an "egg," "crawler" or a "blast" through a 10-question personality quiz. Each candy-based personality delivers different content to the user. The "crawler" chatbot has consumers care for a virtual crawler and there are even Facebook notifications reminding users to feed or pet their digital candy creature. The "blast" personality is created with memes and GIFs for "a daily blast of weird" and the "egg" personality offers "scrambled and off-beat advice." The Trolli chatbot is part of the candy company's ongoing 'Weirdly Awesome' campaign.
The highly interactive chatbot showcases how brands are aiming to interact and engage the Millennial consumer with branded content in fun and unique ways.
The users can discover if they are an "egg," "crawler" or a "blast" through a 10-question personality quiz. Each candy-based personality delivers different content to the user. The "crawler" chatbot has consumers care for a virtual crawler and there are even Facebook notifications reminding users to feed or pet their digital candy creature. The "blast" personality is created with memes and GIFs for "a daily blast of weird" and the "egg" personality offers "scrambled and off-beat advice." The Trolli chatbot is part of the candy company's ongoing 'Weirdly Awesome' campaign.
The highly interactive chatbot showcases how brands are aiming to interact and engage the Millennial consumer with branded content in fun and unique ways.
Trend Themes
1. Interactive Personality Quizzes - Brands can engage with Millennials by offering interactive personality quizzes that deliver different content based on the user's result, creating a personalized experience.
2. Game-like Conversations - Utilizing game-like conversations in chatbots can keep teen consumers actively engaged with the brand, increasing brand interaction and loyalty.
3. Weird and Unique Branded Content - Creating weird and unique branded content, such as memes and off-beat advice, can attract Millennials and create a distinctive brand image.
Industry Implications
1. Candy Manufacturing - Candy manufacturers can leverage chatbots to raise brand engagement with Millennials by offering interactive content and personalized experiences.
2. Digital Marketing - In the field of digital marketing, there is an opportunity to utilize interactive chatbots and game-like conversations to enhance brand interactions and engagement.
3. Social Media Advertising - Social media advertising can benefit from incorporating weird and unique branded content in chatbot campaigns to capture the attention of Millennial consumers.
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