Cannes Lions

Jägermeister „Jäm Bot“ – The first chat bot, that turns a message into a rap video

LA RED, Hamburg / JAEGERMEISTER / 2017

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Case Film

Overview

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Credits

Overview

Description

Jägermeister “Jäm Bot” – the first chat bot, that raps. Featuring two of Germany’s most popular rappers, Eko Fresh and Ali As, the bot turns a regular Facebook Messenger message into the most personal rap video ever made.

Using artificial intelligence, the chat bot asks the user some essential questions for the message: The name and gender of the recipient, and the purpose of the message. Jäm Bot then sents this information live into a recording studio to the rappers. They transformed it into a personalized music video. Finally, Jäm Bot sents the video back to the users.

Chat Bots are programs in messenger apps that offer services via a human-like dialogue. Currently, chat bots are used for example to configure products, book flights and subscribe to news services.

Execution

At the heart of the campaign was the live event on December 6th, 2016 with Eko Fresh and Ali As in the recording studio.

Working together with the bot, the artists turned countless chat messages into rap videos. Jäm Bot offered the fitting occasions by itself. What should your message say?: A toast to friends? Apologise for leaving a party? Or just tease somebody a little? These are just some of the many possibilities offered.

The event was broadcasted from the recording studio on Facebook Live. A mix of blog posts by influencers, Facebook messenger ads, video ads and Instagram ads completed the campaign by creating buzz and winning lots of new participants.

Outcome

Within a short time, countless Jägermeister fans sent almost 40,000 rap videos to their friends. With this campaign, the brand has reached 4 million people to date. The average user spent up to 7 minutes chatting with Jäm Bot and creating video messages for his friends. Check it out here: m.me/jaembot

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