Australian Open launches bot targeting last-minute ticket buyers
A new Facebook Messenger Bot has been created to help tennis fans buy tickets to the 2018 Australian Open.
Created by Zenith, ‘The Australian Open Ticket Finder Bot’ gives users one of two options ‘buy tickets’ or ‘ticket updates’.
The chatbot doesn’t let users type in their own questions or statements, but instead asks if users would “like to receive news updates about the Australian Open and ticket information as it becomes available”.
If users respond with “no thanks” they are then given one other option, “find tickets”.
The Australian Open Ticket Finder Bot asks Messenger users when they would like to go to the Australian Open and if they would prefer a day or night session, serving up ticket prices and results.
The chatbot has been promoted through paid advertising on Facebook and according to Zenith has driven “170% more conversions than linking users directly to Ticketek and a much cheaper cost per conversion”.
The bot targets fans who leave ticket purchasing to the last minute and Zenith hopes to use the chatbot to change ticket purchasing behaviour.
Kevin Alphonso, head of digital at Zenith Melbourne, said in a statement: “The Messenger Bot enables users to interact with the Australian Open brand seamlessly within a platform that they already use, and it is already delivering leads at a higher ROI than some other tactics.”
Tanya Tribuzio, Tennis Australia’s marketing and events manager, added: “The functionality was impressive and how it enabled our fans to easily navigate through to find the best tickets for them, all within a familiar platform. We are very happy with the initial results.”
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