Engagement Strategy, MENA

Lannister, Stark or Targaryen? OSN gets you into the mood with new Messenger Bot

Game of Thrones has officially started and a new season of flying blood and tears has been released. The internationally…

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Game of Thrones has officially started and a new season of flying blood and tears has been released. The internationally loved Game of Thrones (GOT) has become a legend, with millions of people stuck to their TV or computer screens whenever a new episode comes out.

To help launch the popular show’s newest season, Orbit Showtime Network (OSN) introduced a new Facebook Messenger bot to help get viewers into the mood.

 

Immersion through Social Media

Fans of the now 7 year running show can catch a glimpse of Westeros in OSN’s innovative messenger bot.

Rather than simply answering questions you may have; the bot brings the user on a short yet satisfying story. It immerses people into the GOT world, and lets users have a bit of fun with it.

” Our objective was to not only offer a fun platform for seasoned Game of Thrones fans to play with, but rather offer a fun way for potential new fans to discover the series and that has changed the face of television forever.” Majd Abi Ali, Head of Social Media of OSN

The bot, which can be reached by simply opening a conversation with OSN’s Facebook page, offers a simple adventure but one that can raise a person’s spirits for the day.

The user gets to interact with some of the show’s main iconic characters; pledging their allegiance to the character’s house or mission, a few close calls and a bit of good dialogue.

 

Imitation or Inspiration?

OSN’s GOT game has a good bit of nice copywriting, but does it compare to the Game of Thrones Survival game?

The Game of Thrones Survival game is a famous bot, and jumps deeper into GOT territory. It serves up more options than OSN’s version, and enjoys even better copywriting. The bot has also been mentioned in Forbes as one of this year’s 20 Fun Facebook Messenger Bots To Play With Right Now.

 

Should Marketers even consider Messenger Bots?

As messenger bots aren’t being widely used in the MENA region, and because they’re simple and easy to use, now is a great time to start using them. Here are some pointers.

 

  • Reaching Existing customers
    Use Messenger bots to automatically reach already existing customers or people who like your page; send notifications, updates and even deals through your messenger bot.
  • Providing a new and personal experience
    Although not used often, marketers can use bots as an extension of their content marketing strategy.Use the bot to create relationships with your customers, provide help and value without using any man power.When users request for something, your bot can step with the relevant information and links. This is a great way to generate traffic whether back to your social media or to your website, as well as sales.
  • FAQ machine
    Don’t spend hours a day answering generic questions; a messenger bot can answer generic questions such as working hours, prices, contact details and others.
  • An easy sales funnel
    After ensuring your bot can answer FAQs, use it to sell your products.Making the shopping experience easier has been an important part of mobile marketing, and bots make it even simpler. Some chat bot builders enable online payments from places such as Paypal, making shopping super simple and easy to grasp.
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What did Egyptians Google this year? Most Trending Searches of 2017

For years now, internet-giant Google has been releasing its annual “Year in Search,” which chronicles the year’s most trending topics….

For years now, internet-giant Google has been releasing its annual “Year in Search,” which chronicles the year’s most trending topics. Twelve months’ worth of topics are categorized and rated, showing exactly what the world feels or is searching for during the year.

This year’s Year in Search displays a lot of heart and self-expression worldwide.

The video shows some of the world’s biggest fears in 2017, but also show us the hope and faith that people had in times of horror and strife.

The video shows the world coming together, to become fearless, strong and helpful.

While the worldwide results have categories such as Global News, Losses (celebrity deaths), and recipes, Egypt’s list was a lighter and less serious list.

 

Egyptians Googled

Search

  1. Results of Primary Schools
  2. World Cup Draw
  3. Selsal el Dam Series (مسلسل سلسال الدم)
  4. El Keaf song by Cairokee (اغنية الكيف)
  5. Professional Academy for Teachers
  6. Egyptian Knowledge Bank
  7. Football Match Egypt Vs. Cameroon
  8. Despacito
  9. Al Ahly Club Elections

 

Events

  1. World Cup Draw
  2. Al Ahly Club Elections
  3. The Funeral of artist Shadia
  4. The new Egyptian Ration Supply card
  5. Oasis terrorist attack (حادث الواحات)
  6. Results of Draw for Hajj (نتيجة قرعة الحج السياحى)
  7. Hurricane Irma
  8. Zamalek Club Elections
  9. Warraq Island
  10. Tiran and Sanafir

 

Songs

  1. El Keaf song by Cairokee (اغنية الكيف)
  2. Despacito
  3. Elab Yalah (مهرجان العب يلا)
  4. Abd El Salam (مزمار عبد السلام)
  5. Btnadeny Tany Leeh (اغنيه بتنادينى تانى ليه)
  6. Ya Amm Ya Sayad (اغنية عم يا صياد)
  7. Dala’ El Takatk مهرجان دلع تكاتك)
  8. 3 Dakat (3 دقات)
  9. Mady El Nas (معدي الناس)
  10. Amr Diab’s new Album

 

Public Figures

  1. Mahmoud Al-Khatib
  2. Ahmed Shafiq
  3. Elissa
  4. Gamila Awad
  5. Abd El-Salam
  6. Wafaa El Kilany
  7. Mahmoud Taher
  8. Nader Ahmed
  9. Essam El-Hadary
  10. Mohamed Salah

 

Matches

  1. Egypt Vs Cameroon
  2. Al Ahly Vs Al Tarji
  3. Egypt Vs Ghana
  4. Egypt Vs Mali
  5. Egypt Vs Burkina Faso
  6. Egypt Vs. Uganda
  7. Egypt Vs Tunisia
  8. Al Ahly Vs Al Wadad Morocco
  9. Egypt Vs Morocco
  10. Al Ahly Vs Étoile Sportive du Sahel

 

TV Shows

  1. Selsal el Dam Series (مسلسل سلسال الدم)
  2. Kafr Dalah (كفر دلهاب)
  3. Ramez Ta7t el Ard (رامز تحت الارض)
  4. Kalapsh (مسلسل كلبش)
  5. Adly Allam (عفاريت عدلي علام)
  6. El Ostora (مسلسل الاسطورة)
  7. Shakshak Sho (شكشك شو)
  8. Heba Regl Al-8orab (هبة رجل الغراب)
  9. Lam3y Al-2ot (لمعي القط)
  10. Hany Haz El-Gabal (هاني هز الجبل)
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Digital marketing, MENA

Katafight; Re-thinking medical ads with playful content

Pharmaceutical advertising has usually been a one or two-way track. Advertise your product, state its downfalls and effects, show testimonials…

Pharmaceutical advertising has usually been a one or two-way track. Advertise your product, state its downfalls and effects, show testimonials and etc. Maybe you’ll simply go the safe route and advertise your company directly, avoiding mentioning your medicine and its message directly.

Cataflam, from international pharmaceutical powerhouse Novartis, seems to be trying to break through this norm through content marketing.

Katafight, perhaps also a joke on “cat” fights, is a new social media video series created by Cataflam, Crow Productions and Creatures marketing agency.

Watch Katafight Teaser

ايه اللي بيحصل ده؟ تابعونا علشان تشوفو حلقات #كاتافيت و تعرفوا اكتر

Posted by Katafight on Monday, November 20, 2017

 

The show centers around popular celebrities, from underground lead singers to online commentators and Youtubers, criticizing or making fun of each other.

The original idea stems from a series created by BBC Radio 1 called “Playground Insults,” in which actors are told to “hurt” each other until one gives up or breaks down laughing. Famous examples are Will Ferrell V. Mark Wahlberg, and Will Smith V. Margot Robbie.

The Facebook page recently uploaded their very first full-length video, with Cairokee lead singer Amir Eid and Sharmoofers lead Ahmed Bahaa.

Katafight – Episode 1 – AMIR VS. BOB

جمهور Sharmoofers و Cairokee العظيم، جايبنلكوا انهاردة في كاتافيت اتنين بتحبوهم اوي;شوفوا الحلقة و قولولنا مين وجع الثاني أكثر #كاتافيت #أمير_عيد #بوب #شارموفارز #كايروكي

Posted by Katafight on Thursday, November 23, 2017

 

Content Marketing as a way of alternative marketing for Medical products

Marketing pharmaceutical products has always been a difficult task, due to audience feedback or even from laws regarding its marketing.

The online world, as well as Content Marketing, gives the industry a fresh new way to introduce and remind audiences of their products.

Looking at Katafight as a prime example, we can see the brand aiming towards younger and more content-savvy target audiences. Through their new use of video series content, Katafight, the brand can now receive some of content’s benefits.

Benefits such as free social media engagement, brand and credibility building, raising the brand’s profile/awareness and being able to reach for long-term goals.

If Katafight becomes a popular series, and Cataflam continues to create new content for it, the company will be able to develop their relationship with a newer and younger target audience for future sales.

The series brings a great example and lesson to the Pharmaceutical industry. If you want to catch younger generations for a successful future, you need to get with the future of marketing, Content.

Content is often used by many in the marketing field to toe the thin line, perhaps this is another instance.

What do you think about Katafight and Cataflam’s strategy? Comment your thoughts on our comment section.

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CAMPAIGNS, Featured Stories, MENA

Coca-Cola launches “Change Has A Taste” campaign to celebrate Saudi women driving

For decades, change has been rare in Saudi Arabia. Currently we do witness positive waves of change becoming trendy in…

For decades, change has been rare in Saudi Arabia. Currently we do witness positive waves of change becoming trendy in Saudi Arabia.

Saudi Arabia driving ban on women used to be a sensitive topic. Saudi Arabia announced on September that it would allow women to drive, ending a longstanding policy that has become a global symbol of the oppression of women.

Brands such as Coca Cola are sensing the new changes in the Saudi market and following the new trend by jumping on the bandwagon. Coca-Cola just launched #changehasataste campaign targeting mainly Saudi youth to give them a platform to express their aspirations.

When you’re watching these ads for the first time, you will like it but also you will have an idea that even if the Ad story-line is based on insights from Saudi market, yet the music theme and the Ad mood doesn’t feel very Saudi.

Coca-Cola History and Expansion Plans in Saudi Arabia Market

In 1988, The Olayan Group reintroduced Coca-Cola to Saudi Arabia following a long absence. In January 1993, a joint venture between The Olayan Group and The Coca-Cola Company established The Coca-Cola Bottling Company of Saudi Arabia (CCBCSA).

By 2000, CCBCSA had captured 30% of the carbonated soft drink market in the Kingdom with impressive growth in the greater Mideast as well. Coca-Cola products now represent nearly 40% of all carbonated soft drink sales in the region.

Drinks manufacturer plans to build $100m bottling plant in Saudi Arabia which will be completed by 2019. The plant will include production lines for soft drinks and bottled water.

The new facility will create jobs for an estimated 200 Saudi nationals, Coca-Cola claimed, adding that it chose Sudair City as the location for the plant because of its proximity to the capital, Riyadh, and its strategic importance as a centre for manufacturing in the kingdom.

Samer Al Khawashki, president, consumer division, of ‎Olayan Financing Company and MD of Coca-Cola Bottling Company Saudi Arabia, said: “Our commitment is aligned with the kingdom’s Vision 2030 to build a strong and solid economy, and ensure the growth of the retail sector while creating job opportunities for youth.”

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Engagement Strategy, Featured Stories

Road to Russia 2018: The most prepared brands for the historical moment

Mohamed Salah and our beloved team have done it!  Salah scored a stoppage-time penalty to secure a 2-1 win over Congo…

Mohamed Salah and our beloved team have done it!  Salah scored a stoppage-time penalty to secure a 2-1 win over Congo and Egypt’s place in the finals for the first time since 1990.

Beating out a 28-dry spell that has left us unable to go the world cup since 1990, we are now on our way to Russia 2018. In a historic day, people banded together, prepared to cheer or cry as the team went against their opponents.

A Dose of Inspiration ➤ 6 Insightful Key Lessons by The Aspiring Mohamed Salah

We weren’t the only ones preparing for the match outcome. Leading brands came out with prepared content to celebrate the iconic moment. It seems they too were preparing themselves for whatever happened.

While marketing plans should cover one year, some brands made a well developed tactical plans to cover just one moment. Their dedication to the team, and their fans, have led us to compile a list of the most prepared brands.

 

Vodafone + Pepsi (8:58 pm)

In less than 24 hours, although not all organic, Pepsi and Vodafone have reached over 6 million views together, with both brands posting their own video. Vodafone’s love for creating brand-personalized songs shines through in this ad, they were also one of the fastest brands to post last night.

The video campaign was crosspost-ed on both Vodafone and Pepsi Facebook pages to hit over 2M views in less than 2 hours while it reached the 4th rank over Egypt’s trending topics on Twitter.

#الفرحة_الليلة

مقاطعناش و فكينا النحس!مبروك لمصر 🇪🇬#الفرحة_الليلة 🎉Pepsi & Amr Diab

Posted by Vodafone Egypt on Sunday, October 8, 2017

 

Etisalat (9:01 pm)

Etisalat went safe with their video for the historic match last night, opting for a simple nationalistic ad. The brand even took the time to provide its users with a special promo for the win.

مبروك لمصر #مصر_في_كأس_العالم

مبروك لمصر #مصر_في_كأس_العالم

Posted by Etisalat Misr on Sunday, October 8, 2017

 

Orange (9:33 pm)

Orange jumps out, not only with a video, but with a remix of its now controversial song/ad. The ad brings back the catchy beat of the original song, but with remixed lyrics to celebrate our win. The telecommunications brand also included a promo in its video, following in line with rival, Etisalat.

اورنچ – شكرًا لمنتخبنا

ادى الفرحه ولا بلاش .. عاش ياولادنا عاش عاشمبروك لمصر وشكرا لمنتخبنا اللى حقق حلم كل المصريين ووصّلنا كاس العالم تانىاحتفل واستمتع ب٩٠ وحدة بجنيه ونص بس، كلم #2018# #حلم_المصريين#شكرا_منتخبنا#مصر_في_كاس_العالم

Posted by Orange on Sunday, October 8, 2017

 

TODO (9:11 pm)

Of course we couldn’t avoid our favorite new-jacking brand. Todo also posted before the match, with something very similar to their famous Oscar post.

عامل ايه ياكابتن مجدي دلوقتي! #ولعت #أخيرا #راحت_عليك_ياجوجو #خافي_ياروسيا #صلاح_الأسطورة

Posted by TODO on Sunday, October 8, 2017

 

Telecom Egypt (9:16 pm)

With the slogan “We Belongs To You” Telecom Egypt kicked off sponsoring the national team with such a big milestone for the Egyptian football history.

With its campaign highlighting the idea of being close to Egyptians, the company chose to hit the market with a new logo and identity “ We” and used the new color theme to cover the stadium dugout area to help in making the stadium look fascinating.

 

Birell (8:58 pm)

Birell’s video, again one of the more prepared brands, came out with this fun look at those who were born during Egypt’s last venture to the World Cup. The brand also came out with a video later on, showing a Birell helicopter showering the streets of a celebrating Cairo with giveaways and celebration flyers.

اخيرا اتأهلنا ومواليد 90 هيشوفوا مصر فى كأس العالم بعد سنين صبر وتشجيع..

Posted by Birellman Egypt on Sunday, October 8, 2017

 

Egypt Air (8:58 pm)

EgyptAir, one of the fastest to post on social media last night, not only posted this quick congratulations, they also posted a post match photo with Salah and Hadari.

مبروك الفوز لمصر والتأهل لكأس العالم روسيا 2018 🇪🇬 #مصر_للطيران #روسيا2018 Congratulations for qualifying to the world cup Russia 2018. 🇪🇬 #EGYPTAIR #Russia2018

Posted by EGYPTAIR on Sunday, October 8, 2017

 

Samsung (9:06 pm)

Samsung’s cute post is cute, but we’re hoping that the team doesn’t run into any on their trip.

استعدي يا روسيا المصريين جايين⚽، مبروك لمصر التأهل لكاس العالم ✌️☄️

Posted by Samsung Egypt on Sunday, October 8, 2017

 

Symbols for the content creating community

Pre-planning content, whether for two-sided possible outcomes, is critical to being prepared at a moment’s moment. It’s not only for special occasions, but for everyday content and social media work.

On this occasion, these brands show us the power of being prepared.

Just like why preparing a speech beforehand or coming up with things on the fly, preparation lets you ensure a certain higher quality of content. Here we can see 7 brands who have come out with fun and engaging content. Some even went extreme, such as Vodafone & Pepsi, creating videos that may not have ever seen daylight if the outcome was different.

Either way, we won’t be forgetting both the dedicated brands and our win last night.

*Featured photo media credit: Khaled Hesham

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