Foxtel and On Message launch ‘The Wentworth Rat’ chatbot to share show secrets

Foxtel has launched a new chatbot called ‘The Wentworth Rat’ to engage fans throughout season five of Foxtel’s drama series Wentworth.

The Wentworth Rat will be available through Facebook Messenger where users will be able to get gossip and exclusive content about the television drama.

The Works’ social agency On Message and media agency Mindshare created the interactive bot which is positioned as a virtual inmate locked up behind the Wentworth bars, telling secrets about the show’s characters and plot.

Drawing on the drama’s prison setting and plot, videos, GIFS and audio will be used by The Wentworth Rat to engage with audiences.

Douglas Nicol, founder of On Message, said in a statement: “Wentworth fans are incredible and love the show, and this clearly shows in the amazing level of social media engagement it achieves. The addition of The Wentworth Rat takes that engagement to a new level.”

On Message launched in June last year, tapping into apps including Snapchat, WhatsApp, Slack and Facebook messenger.

Jack Smyth, innovation director at Mindshare, said: “We’re continually finding new ways to draw subscribers deeper into Foxtel’s key titles. As platforms like Messenger mature there are new opportunities to capture and keep a fan’s attention.”

Wentworth currently airs on Foxtel and Showcase on Tuesday’s at 8.30pm.


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