February 1, 2018

Reveal your Hogwarts house with the magical #ChoixpeauFnac

It's not really magic... It's a Pickaw bot-o-reply, developed for the 20th anniversary of the Harry Potter saga!


Bot-o-Reply, en savoir plus sur cette mécanique :
That kind of campaign is a bot that allows to automatically respond to participants mentioning an account with a specific hashtag, keyword or emoji. For each of these options, it is possible to configure up to 20 different responses, which the bot then sends randomly so as not to repeat itself all the time.

The Briefing 💬

From February 1 to 5, 2018, on the occasion of 20 years of Harry Potter (the first book was published in 1998), Fnac wanted to engage its community in a fun and viral way, without any particular prize... Creating a #MagicalSortingHat on Twitter immediately appeared to be the perfect answer.

The Mechanics ⚙️

The campaign was designed to give fans of the saga the chance to be sorted by the magical hat into one of the 4 Hogwarts houses: Gryffindor, Hufflepuff, Ravenclaw, or Slytherin.

Built in the form of a Bot-o-Reply and implemented via our platform, the operation relied on a perfectly adapted scenario for the Bot-o-Reply with simple rules, allowing participants to quickly dive into the magic of Harry Potter and thus pique their interest.

To participate in this operation, it was enough to reply to the announcement tweet with the hashtag #ChoixpeauFnac.

Each participant then automatically received their personalized response (here it was the hat's choice: one of the 4 Hogwarts houses) presented in the form of a GIF with a tweet listing the values of the house they were assigned.

Up to 4 GIFs were pre-recorded for the same house, which allowed for more varied responses.

A surprise awaited the participants among the 12 pre-recorded responses: the magical hat could randomly assign them the status of Muggle!

The Little Extras 🍒

  • Using the bot's random sending of the 12 configured responses to simulate the magic of the hat
  • The variety of responses encouraged Twitter users to participate or discover other responses from the bot
  • A fun operation that sparked curiosity among fans

Magical Numbers 💥

  • Over 1.5 million organic impressions
  • Over 18,000 participants
  • Record of highly qualified participants (including influencers)

… and all without any prizes in play!

Want to Try? Let's Talk! 💌

If you like or are inspired by this type of campaign, don't hesitate for a second and contact us to discuss and set up your own version for your next event to reach/exceed your engagement goals!