Concrete Playground launches chatbot and Perth website

Concrete Playground has launched a new chatbot and its first Perth website, in line with Heineken.

The Heineken Insider chatbot will seek to help readers find the right venue in real time, with personalised recommendations based on a user’s taste and mood.

Concrete Playground’s new chatbot will run until December

It has been developed in-house by Concrete Playground’s product team, as part of a partnership that will run from August to December. As part of the initiative, Concrete Playground will offer readers exclusive experiences for engaging with the chatbots, including free Heineken beers at venues and access to events across Australia.

“At Concrete Playground we’re constantly experimenting with new tech and distribution channels to offer interesting ways for readers to access our content. This continuous evolution of our core functionality has led to the inception of our brand new bar finder chatbot, which we’re excited to be partnering with Heineken on in 2018,” said Rich Fogarty, founder and director of Concrete Playground.

Tahlia Phillips, commercial director at Concrete Playground, said the success of the chabot will be measured on user interaction, engagement and return visits.

“Every day, tens of thousands of people eat, drink, see and do things because they read about them on Concrete Playground. Consequently, the chat bot will also be benefiting venues around the country by driving readers on-premise, via the VIP experiences and events they can access through the Bot,” Phillips said.

“We know that 90% of our readers have visited a bar after reading about it on Concrete Playground (Reader Survey, Sep 17), and the chatbot will further demonstrate how Concrete Playground not only plays a role in the inspiration phase of the consumer journey, but also in directly converting business.”

At the same time, the website, which currently operates in Sydney, Melbourne, Brisbane, Auckland and Wellington, will now operate in Perth.

On the launch of the Perth website more specifically, Philips said: “Concrete Playground is consistently looking to expand our footprint across Australia and New Zealand — and with dedicated websites and editorial teams across Sydney, Melbourne, Brisbane, Auckland, Wellington and now Perth, we continue to connect brands with the mindset of ever-expanding audience of smart, engaged millennials.”


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