tbs: people of earth’s adopt an alien chat bot

To drive awareness to season 2 of People of Earth, we partnered with Twitter to reimagine their chatbot tool as a device that allowed fans to adopt their very own alien. Think Giga Pet, but Giga Alien Pet.

The activation ran the week leading up to the premiere and allowed fans to watch their alien go from an adorable baby, to a responsible thirty year old who owns a Star Ship Cruiser over the course of five days. And after they raised their alien, they could tweet it with the world.

We were the first TV show to leverage the chat bot tool, and the first brand to leverage it creatively. This activation achieved a 2.5% clickthrough rate and saved many orphaned aliens. The average time spent feeding, entertaining, and raising an alien was over one minute. Nearly 12% of people who adopted an alien decided to share that with their followers, which increased the show’s earned and organic impressions by 63%. Read more on how we increased awareness in Twitter's case study here.