Que mira bobot?
Netflix
Qué mirá’ bobo? was the viral question that became a trend on social media during the 2022 World Cup with Messi as the protagonist.
This was the one question that not even Google could answer during the global event. That’s why, together with Netflix, we created the first “bobot,” a bot that responded in real-time to this viral question, but also personalized Netflix content recommendations for the fandoms. We developed a WhatsApp Chatbot that humorously answered all questions, including “What are you looking at, dummy?”.
The campaign featured journalist Gastón Edul, who was a key witness to the birth of this question to soccer star Lionel Messi at the Qatar 2022 World Cup.
Disciplines
/ SOCIAL LISTENING
/ BRAND STRATEGY
/ INNOVATION
/ AI (ARTIFICIAL INTELLIGENCE)
/ CONTENT STRATEGY
/ ENTERTAINMENT
/ APP
/ DIGITAL CONTENT
/ PRODUCTION MANAGEMENT
Collaborators
/ LAND IA
Qué mirá’ bobo? was the viral question that became a trend on social media during the 2022 World Cup with Messi as the protagonist.
A hashtag became an
open-source brief:
#WHATAREYOULOOKING
ATDUMMY
A hashtag became
an open-source
brief:
#WHATAREYOU
LOOKINGATDUMMY
NETFLIX AMUSINGLY ANSWERS MESSI’S FAMOUS WORLD CUP QUESTION: ‘WHAT ARE YOU LOOKING AT, DUMMY?’
The goal of our strategy and media plan was to create an integrated and multidimensional campaign that leveraged different channels and tactics to maximize reach and interaction with our audience. Transforming seconds of interaction into an opportunity to generate excitement about Netflix’s new releases.
The more we challenged people, the more fans and brands answered our call.
The Chatbot of WhatsApp generated
+8M
OF INTERACTIONS
Users who interacted with the bot sent an average of 4 messages to receive more recommendations, demonstrating active interest and content-seeking by the audience.
ORGANIC
CHANNELS
WITH 100% POSITIVE SENTIMENT
IMPRESSIONS
THAT THE ENTIRE CAMPAIGN ACHIEVED
MESSAGES SENT
CONTENT
RECOMMENDATIONS
CLIENT
NETFLIX
MARCH
2023
The question “What are you watching?” is common in conversations about TV series, except when Messi asked it to the 19th player of the Netherlands. “The ‘Bobot’ finally gives us that answer we were looking for, according to Gastón,” commented Isla’s DGCs, Rodrigo Greco and Mariano Gamba.
CREDITS Client: Netflix Chief Creative Officer: Ariel Serkin & Rodrigo Grau Chief Strategy Officer: Mariano Serkin Managing Director: Victoria Clucellas Executive Creative Director: Mariano Gamba & Rodrigo Greco Creative Directors: Patricio Ramirez, Ignacio Jimenez, Leandro Ezquerra Head of Media: Suyin Barrios Head of Production: Coqui Gimenez Uriburu Producer: Berenice Sotelo Starring: Gastón Edul Produced by: LANDIA Director: TomiTomi Managing Director: Adrian D´Amario EP: Diego Dutil Producer: Leo Rock Mariel DoP: Juan Maglione Art Direction: Maria Magdalena Diez Stylist: Eugenia Fernandez Tarnoski Editor: Camila Crespo Post-production: LANDIA Post-Production Coordinator: Camila Garrido Música: Happy Together Color: Alejandra Lescano Advertiser: Ana Clara Ortiz, Pato Pérez Salvo, Federico Gozaini. Productor: Mateo Valentín.