LEGO is stepping up its digital consumer engagement with the launch of a Facebook Messenger Chat Bot named Ralph.
The concept has been designed to help shoppers chose the ideal LEGO gift via Messenger and News Feed Ads, as part of the LEGO Group’s broader Christmas campaign, Give the Gift of Imagination.
The concept has been launched to help drive sales.
“We are continuously searching for new and fun ways to engage with our consumers and shoppers. Chat Bots are increasingly being used by brands to engage in the digital space, and in turn to drive sales,” said James Poulter, senior manager, digital consumer engagement, LEGO.
“The LEGO Group is one of the first in the toy industry to embrace this concept.”
The Chat Bot guides shoppers through simple questions interspersed with playful GIFs and prompts to get them appropriate gift recommendations.
Genelle Holton, UK digital marketing manager, LEGO, added: “We wanted to create a fun and easy tool to overcome a common challenge for shoppers – help them navigate through the vast LEGO portfolio and chose the perfect gift.
“Given Facebook’s market reach, the Chat Bot was a natural choice, also aligned with our test and learn mindset.”
Ricardo Caetano, global creative strategist at Facebook Creative Shop, concluded: “The Messenger Platform enables businesses to build experiences that facilitate connection with customers, create meaningful interactions and ultimately drive results.”