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The Best Branded Bots

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What are the most innovative, interesting, exciting chatbots used by major marketers and publishers today? This looks at a range of the best chat bots in several categories such as retail, financial services, media, entertainment, CPG, and more. These bots run on platforms such as Facebook Messenger, Amazon Alexa, Google Home, Kik, Skype, Telegram, Slack, and SMS. Brands featured include Bud Light, the NBA, 1-800-Flowers, Disney, Dior, Quartz, Domino's, and many more.

Note: I have made updates to this deck but SlideShare no longer allows re-uploads. If you are interested in the latest slides, email me - dberkowitz/at/serialmarketer/dot/net and I will send you a Dropbox link.

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The Best Branded Bots

  1. 1. the Best Branded Bots 1 David Berkowitz david@serialmarketer.net www.serialmarketer.net @dberkowitz #brandedbots Check out 50+ bots! (and counting) bit.ly/brandedbots
  2. 2. #brandedbots 2 About The Best Branded Bots To keep track of some of the most interesting and cutting edge chatbots by a range of brands, I created this guide, and it’s regularly updated. Note that not all of these are “the best.” That’s a moving target. In some instances, the bots are more noteworthy than amazing. But “The Most Noteworthy, Interesting, or Incredible Branded Chatbots” is a bit of a mouthful, so forgive my liberal use of the word “best.” In time, some noteworthy apps may be pared down, especially as better examples emerge in their categories. As for this guide’s creator, I’m a marketer, writer, erstwhile futurist, and technological tinkerer. I like to learn what I can from so many generous teachers, and then share as much of that as possible with others. I hope you will find some of this useful. Your feedback, ideas, and contributions are welcome. Feel free to contact me anytime, or just talk to my bot at m.me/serial.marketer. David Berkowitz david@serialmarketer.net
  3. 3. #brandedbots 3 Want to receive more updates from Serial Marketer? Subscribe to Serial Marketer’s monthly-ish newsletter, Serially Sporadic, to find out when I add more examples here. Just visit bit.ly/seriallysignup. Or, if you prefer, you can always follow me on SlideShare, bookmark the presentation, or subscribe to my blog at serialmarketer.net/feed.
  4. 4. #brandedbots 4 Table of Contents • Branded Bots by Category • Alcohol (Beer, Wine, Spirits) • Beauty • Consumer Goods • Entertainment • Fashion & Apparel • Financial Services • Food & Beverage: CPG • Food & Beverage: QSR, Recipes, Grocery • Government • Healthcare, Pharmaceuticals & Wellness • Media • Retail • Travel • Transportation • Resources • Useful resources • Bot developers referenced • About the author
  5. 5. ALCOHOL (BEER, WINE, SPIRITS) 5#brandedbots
  6. 6. #brandedbots 6 About This Bot Name: Bud Light Platform: Messenger URL: m.me/budlight Description: This menu-driven app tells consumers how to win tickets to an event, but that requires making a purchase through another app Date Launched: Summer 2016 Developer: Results/Notes:
  7. 7. #brandedbots 7 About This Bot Name: Johnnie Walker Platform: Messenger, Alexa URL: m.me/JohnnieWalkerUS Description: The bot, across Messenger and Alexa while also incorporated into its site, provides drink recipes, tasting tours, and shopping through ReserveBar, Drizly, and Cocktail Courier Date Launched: September 2016 Developer: Results/Notes:
  8. 8. #brandedbots 8 About This Bot Name: Macallan US Platform: Messenger URL: m.me/themacallan.us Description: Get tips on tasting whiskey, plus the history of the beverage and of the brand in this menu-driven bot Date Launched: September 2016 Developer: Snaps Results/Notes:
  9. 9. #brandedbots 9 About This Bot Name: Patron Platform: Alexa, Facebook, Twitter, Web URL: patrontequila.com/ask-patron Description: Learn about tequila and find a good margarita Date Launched: March 2017 Developer: Results/Notes:
  10. 10. BEAUTY 10#brandedbots
  11. 11. #brandedbots 11 About This Bot Name: Katy Perry’s Mad Love (by Coty and Katy Perry Perfums) Platform: Kik URL: bots.kik.com/#/KPMadLove Description: Consumers can exchange Kik points for the perfume – the first time consumers can redeem rewards points for physical goods in a US chat app Date Launched: August 2016 Developer: Block Party Results/Notes:
  12. 12. #brandedbots 12 About This Bot Name: Sephora Platform: Kik URL: bots.kik.com/#/sephora Description: The first beauty brand to create a Kik bot, it offers recommendations and allows for in- app purchases Date Launched: March 2016 Developer: Results/Notes:
  13. 13. CONSUMER GOODS 13#brandedbots
  14. 14. #brandedbots 14 About This Bot Name: GE Appliances Platform: Alexa URL: http://www.geappliances.com/ge/conn ected-appliances/voice-activated- appliances.htm Description: GE upgrades its WiFi- connected appliances with Amazon Alexa integration Date Launched: September 2016 Developer: Results/Notes:
  15. 15. #brandedbots 15 About This Bot Name: Glad Leftovers Platform: Alexa URL: www.amazon.com/gp/product/B01MS K0GFN Description: Set reminders for when you store leftovers in your fridge or freezer Date Launched: December 2016 Developer: Results/Notes:
  16. 16. ENTERTAINMENT 16#brandedbots
  17. 17. #brandedbots 17 About This Bot Name: Doc Brown, promoting “Back to the Future” by Universal Platform: Messenger URL: m.me/DocBrownHillValley Description: Doc Brown chatted up fans of the film series to find out why the real 2015 was so different from the movie version Date Launched: October 2015 Developer: Imperson Results/Notes: This was a limited release bot
  18. 18. #brandedbots 18 About This Bot Name: Disney’s Zootopia Platform: Messenger URL: m.me/DisneyZootopia Description: This detective game includes personalized badges for the sleuths Date Launched: June 2016 Developer: Imperson Results/Notes: Currently inactive (it ran ahead of the film’s DVD release)
  19. 19. #brandedbots 19 About This Bot Name: National Geographic Channel’s “Genius” Platform: Messenger URL: m.me/NatGeoGenius Description: A bot impersonating Albert Einstein to promote National Geographic’s show “Genius” Date Launched: April 2017 Developer: Imperson Results/Notes:
  20. 20. #brandedbots 20 About This Bot Name: Now You See Me 2 Platforms: Kik, Messenger URL: m.me/NowYouSeeMeGame / bots.kik.com/#/nowyouseemegame Description: An interactive game for the movie sequel’s launch – but one with very limited and forced options in terms of choosing the flow of the game Date Launched: June 2016 Developer: Sequel Results/Notes:
  21. 21. #brandedbots 21 About This Bot Name: NBA (National Basketball Association) Platform: Messenger URL: m.me/nba Description: Originally launched for the NBA finals, it continues to offer resources on teams, players, and league news Date Launched: June 2016 Developer: WSC Sports Technologies Results/Notes:
  22. 22. #brandedbots 22 About This Bot Name: Sacramento Kings (NBA) Platform: Native mobile app (iOS, Android) + Messenger URL: www.nba.com/kings/kings-app Description: A new app to accompany the Kings’ new stadium features KAI (Kings Artificial Intelligence) to handle fan queries; KAI directs to the Messenger experience Date Launched: September 2016 Developer: Built.io, M&C Saatchi LA Results/Notes:
  23. 23. FASHION & Apparel 23#brandedbots
  24. 24. #brandedbots 24 About This Bot Name: Adidas Women UK Platform: Messenger URL: m.me/adidasWomenUK Description: The Adidas Studio London bot gives information about the women’s fitness classes there Date Launched: Developer: Results/Notes:
  25. 25. #brandedbots 25 About This Bot Name: Burberry Platform: Messenger URL: m.me/burberry Description: Launched for London Fashion Week 2016, it offers details on the new collection with links to buy new additions, has an option for live chat, and directs users to watch the runway show Date Launched: September 2016 Developer: Results/Notes:
  26. 26. #brandedbots 26 About This Bot Name: Dior Platform: WeChat URL: bots.kik.com/#/KPMadLove Description: France’s Dior is the first designer to sell a limited edition product on China’s WeChat Date Launched: August 2016 Developer: Results/Notes:
  27. 27. #brandedbots 27 About This Bot Name: Michael Kors Platform: WeChat URL: Description: Customer service for shoppers remote and in-store, it allows for a more personalized shopping experience Date Launched: July 2015 Developer: Results/Notes:
  28. 28. #brandedbots 28 About This Bot Name: Lokai (with charity:water) Platform: Messenger URL: m.me/livelokai Description: Jewelry brand Lokai partnered with charity:water for perhaps the first branded cause marketing bot, with 2.5 hours of content illustrating the 2.5 hours of walking that girls like Yeshi must do to get water Date Launched: September 2016 Developer: AKQA Results/Notes:
  29. 29. #brandedbots 29 About This Bot Name: Tommy Hilfiger Platform: Messenger URL: m.me/tommyhilfiger Description: TMY.GRL A.I. Messenger Bot showcases the new fashion line featuring supermodel Gigi Hadid. While menu driven, it also understands text commands. Date Launched: September 2016 Developer: Facebook, Msg.ai Results/Notes:
  30. 30. FINANCIAL SERVICES 30#brandedbots
  31. 31. #brandedbots 31 About This Bot Name: American Express Platform: Messenger URL: m.me/AmericanExpressUS Description: This AmEx US pilot sends messages about purchases made with the card, and offers info about the card’s benefits. It specifically isn’t designed for customer service. Date Launched: October 2016 Developer: Results/Notes:
  32. 32. #brandedbots 32 About This Bot Name: American Express Platform: Alexa URL: amazon.com/dp/B01MDMHNZ7 Description: Make payments, get offers, check your balance all via voice Date Launched: May 2017 Developer: Results/Notes:
  33. 33. #brandedbots 33 About This Bot Name: Capital One Platform: Amazon Alexa URL: capitalone.com/applications/alexa Description: The bank’s customers can check balances, pay bills, and track spending Date Launched: March 2016 Developer: Results/Notes:
  34. 34. #brandedbots 34 About This Bot Name: MasterCard Platform: Messenger URL: newsroom.mastercard.com Description: Mastercard is launching bots for bank and merchant powers to provide AI-powered assistance to consumers Date Launched: October 2016 (announced) Developer: Kasisto Results/Notes:
  35. 35. #brandedbots 35 About This Bot Name: PayPal Platform: Messenger URL: capitalone.com/applications/alexa Description: PayPal is rolling out as a payment option for Messenger commerce in the US, and PayPal US customers can receive alerts via Messenger Date Launched: October 2016 Developer: Results/Notes:
  36. 36. #brandedbots 36 About This Bot Name: Western Union Platform: Messenger URL: m.me/WesternUnion Description: Send money, track a transfer, or contact customer care Date Launched: April 2017 Developer: Results/Notes:
  37. 37. FOOD & BEVERAGE: CPG 37#brandedbots
  38. 38. #brandedbots 38 About This Bot Name: Campbell’s Kitchen Platform: Amazon Alexa URL: askcampbellskitchen.com Description: One of the first Echo brand bots, it recommends recipes based on user preferences, the weather, and trending topics. Ad Age reports it was the fastest skill ever to be certified by Amazon at the time. Date Launched: October 2015 Developer: Rain Results/Notes:
  39. 39. #brandedbots 39 About This Bot Name: Nestle GoodNes Platform: Amazon Alexa URL: https://www.amazon.com/Nestl%C3% A9-GoodNes/dp/B06XX4T2MQ Description: Discover recipes, and use an accompanying Visual Guide Date Launched: May 2017 Developer: Mobiquity Results/Notes:
  40. 40. #brandedbots 40 About This Bot Name: Trolli Platform: Trolli USA URL: m.me/trolliusa Description: This is the strangest chat bot I’ve seen from a brand, with personality quizzes, games, GIFs, and other content Date Launched: July 2016 Developer: Periscope Results/Notes:
  41. 41. FOOD & BEVERAGE: QSR, RECIPES & Grocery 41#brandedbots
  42. 42. #brandedbots 42 About This Bot Name: Allrecipes Platform: Alexa URL: amazon.com/skills Description: Get cooking ideas and discover recipes with step-by-step guides Date Launched: November 2016 Developer: Results/Notes:
  43. 43. #brandedbots 43 About This Bot Name: Arby’s Platform: Messenger URL: messenger.com/t/arbys Description: A parody bot that will absolutely not order you a Pizza Slider Date Launched: June 2017 Developer: Results/Notes:
  44. 44. #brandedbots 44 About This Bot Name: DOM the Pizza Bot by Domino’s Platform: Messenger URL: messenger.com/t/domthepizzabot/ Description: Use the Easy Order button to get your pizza fix Date Launched: August 2016 Developer: Results/Notes: At the launch, it’s UK and Ireland only
  45. 45. #brandedbots 45 About This Bot Name: Domino’s Platform: Amazon Alexa URL: www.amazon.com/Dominos- Pizza-LLC/dp/B01B5G99CC Description: Reorder your favorite grub with Easy Order, or use Domino’s Tracker to find out where your food is Date Launched: February 2016 Developer: Results/Notes:
  46. 46. #brandedbots 49 About This Bot Name: Taco Bell’s Tacobot Platform: Slack URL: www.tacobell.com/feed/tacobot Description: Add Tacobot on Slack to ask questions about the menu, order food, find locations, and ask fun questions like how it’s feeling Date Launched: April 2016 Developer: Results/Notes: Announced in April 2016 but as of October 2016, there is a waitlist for access
  47. 47. #brandedbots 50 About This Bot Name: TGI Friday’s Platform: Kik, Messenger, Twitter URL: m.me/TGIFridays Description: Find restaurants, order food, and make reservations through this multi-platform bot. Date Launched: September 2016 Developer: Conversable Results/Notes:
  48. 48. #brandedbots 51 About This Bot Name: Whole Foods Market Platform: Messenger URL: m.me/wholefoods Description: Search or browse for recipes. The recipes direct to landing pages on Whole Foods’ site. Date Launched: July 2016 Developer: Conversable Stats/Results/Notes:
  49. 49. government 52#brandedbots
  50. 50. #brandedbots The White House 53 About This Bot Name: The White House Platform: Messenger URL: m.me/whitehouse Description: Send messages to the president via this form in this bot with one very specific purpose Date Launched: August 2016 Developer: Stats/Results/Notes:
  51. 51. HEALTHCARE, PHARMA & WELLNESS 54#brandedbots
  52. 52. #brandedbots 55 About This Bot Name: Lifestyles SKYN Set the Mood Platform: Alexa URL: amazon.com/SKYN-Condoms- Set-the-Mood/dp/B0722DCVVQ/ Description: For those 18+, get some curated music for five different moods – and find out where to buy condoms Date Launched: June 2017 Developer: Stats/Results/Notes:
  53. 53. #brandedbots 56 About This Bot Name: SKYN Voice Analyzer Platform: Messenger URL: m.me/skynvoiceanalyzer Description: Skyn requests a snippet of your voice and analyzes it Date Launched: June 2017 Developer: Stats/Results/Notes:
  54. 54. #brandedbots 57 About This Bot Name: Playtex (P&G) Platform: Kik URL: kik.me/playtexsport Description: Talk about things like one’s period, working out, nutrition, and more Date Launched: 2017 Developer: Stats/Results/Notes:
  55. 55. #brandedbots 58 About This Bot Name: Zyrtec (Johnson & Johnson) Platform: Amazon Alexa URL: amazon.com/dp/B06XQ71CLR/ref=sr _1_1 Description: Get weather reports with local pollen counts and trending allergens Date Launched: April 2017 Developer: Stats/Results/Notes:
  56. 56. MEDIA 59#brandedbots
  57. 57. #brandedbots 60 About This Bot Name: Business Insider Platform: Line URL: line.me/R/ti/p/@businessinsider Description: Tech and finance news Date Launched: September 2016 Developer: Stats/Results/Notes: Reached 35,000 in first 24 hours, 230,000 followers in first two weeks (Digiday)
  58. 58. #brandedbots 61 About This Bot Name: CNN Platform: Kik URL: bots.kik.com/#/cnn Description: Explore topics, save favorite stories for later, and get personalized news recommendations Date Launched: July 2016 Developer: Stats/Results/Notes:
  59. 59. #brandedbots 62 About This Bot Name: Harvard Business Review Platform: Slack URL: hbr.org/hbr-bot-for-slack Description: The app shares business advice through the business collaboration platform Date Launched: October 2016 Developer: Stats/Results/Notes:
  60. 60. #brandedbots 63 About This Bot Name: National Geographic Geo Quiz Platform: Alexa URL: www.amazon.com/gp/product/B071S 2LLQN Description: Try six questions from National Geographic Date Launched: June 2017 Developer: Stats/Results/Notes:
  61. 61. #brandedbots 64 About This Bot Name: Quartz Platform: Native app URL: itunes.apple.com/us/app/quartz- news-in-a-whole-new- way/id1076683233 Description: Instead of delivering standard news alerts, Quartz offers a conversational, emoji-rife flow. Date Launched: February 2016 Developer: Stats/Results/Notes:
  62. 62. #brandedbots 65 About This Bot Name: SI x GameOn Olympics Bot by Sports Illustrated Platform: Slack, Telegram, Skype, Messenger URL: getgameonapp.com/si-gameon/ Description: While promoting coverage of the Rio games, Sports Illustrated is one of the first mainstream American brands to launch bots on Slack, Telegram, and Skype Date Launched: August 2016 Developer: Stats/Results/Notes:
  63. 63. #brandedbots 66 About This Bot Name: The Sun Platform: Messenger URL: facebook.com/TheSunFootball/ Description: Get team-specific football (aka soccer) alerts from this UK publication Date Launched: February 2016 Developer: Stats/Results/Notes: At its peak, 43% of chatbot users clicked through to The Sun’s site (Digiday)
  64. 64. #brandedbots 67 About This Bot Name: Vogue Platform: Google Home URL: vogue.com Description: Talk to Vogue via Home to get exclusive takes from Vogue’s editors about celebrities featured in their September 2017 issue Date Launched: August 2017 Developer: Stats/Results/Notes:
  65. 65. RETAIL 68#brandedbots
  66. 66. #brandedbots 69 About This Bot Name: 1-800-FLOWERS Platform: Messenger URL: m.me/1800flowers Description: Shop for flowers or get support for your order Date Launched: April 2016 Developer: Results/Notes:
  67. 67. #brandedbots 70 About This Bot Name: Casper’s Insomnobot 3000 Platform: Web URL: insomnobot3000.com/ Description: Only available between 11pm and 5am, it’s a chatbot for night owls Date Launched: Septemer 2016 Developer: Results/Notes:
  68. 68. #brandedbots 71 About This Bot Name: College Stylist Bot by Target Platform: Kik URL: bots.kik.com/#/targetcollegebot Description: Get ideas for how to decorate a college dorm room Date Launched: Developer: Results/Notes:
  69. 69. #brandedbots 72 About This Bot Name: H&M Platform: Kik URL: bots.kik.com/#/hm Description: A personal stylist bot that builds recommendations around clothing of the consumer’s choice Date Launched: Developer: Results/Notes:
  70. 70. #brandedbots 73 About This Bot Name: Victoria’s Secret Pink Platform: Kik URL: bots.kik.com/#/vspink Description: Answer questions to determine the right size bra, and get recommendations for the best bra for you Date Launched: Developer: Stats/Results/Notes:
  71. 71. SERVICES 74#brandedbots
  72. 72. #brandedbots 75 About This Bot Name: Coldwell Banker Home of the week Platform: Alexa URL: bots.kik.com/#/vspink Description: Get a weekly audio tour of the home of the week. If only they could get Robin Leach to do this. Date Launched: June 2017 Developer: Stats/Results/Notes:
  73. 73. TRANSPORTATION 76#brandedbots
  74. 74. #brandedbots 77 About This Bot Name: UPS Platform: Alexa, Messenger, Skype URL: m.me/theupsbot Description: Offers shipping rates, finding UPS locations, tracking packages Date Launched: November 2016 Developer: in-house Stats/Results/Notes:
  75. 75. TRAVEL 78#brandedbots
  76. 76. #brandedbots 79 About This Bot Name: Alaska Airlines’ Jenn Platform: Web URL: alaskaair.com (click “Ask Jenn”) Description: A self-service customer service bot that is one of the longest- running yet created Date Launched: February 2008 Developer: Next IT Results/Notes: More than 20 million questions answered
  77. 77. #brandedbots 80 About This Bot Name: Amtrak’s Ask Julie Platform: Web URL: Amtrak.com (click “Ask Julie” in the top search bar) Description: A self-service customer service bot, building on the 800-USA- RAIL phone support launched a number of years earlier Date Launched: October 2012 Developer: Next IT Results/Notes:
  78. 78. #brandedbots 81 About This Bot Name: Hilton Platform: Web URL: Description: An AI-driven booking assistant Date Launched: June 2016 Developer: [24]7 Inc Results/Notes: Expanding initial rollout from UK and Ireland, but not yet available everywhere as of Q4 2016
  79. 79. #brandedbots 82 About This Bot Name: Kayak Platform: Alexa URL: amazon.com/KAYAK/dp/B01EILLOXI/ ref=sr_1_1 Description: An AI-driven booking assistant Date Launched: May 2016 Developer: Results/Notes:
  80. 80. #brandedbots 83 About This Bot Name: KLM Royal Dutch Airlines Platform: Messenger URL: messenger.klm.com Description: During booking or check-in, opt to integrate with Messenger to receive relevant travel updates Date Launched: March 2016 Developer: Results/Notes:
  81. 81. #brandedbots 84 About This Bot Name: Uber Platform: Amazon Alexa URL: amazon.com/Uber- Technologies-Inc/dp/B01AYJQ9QK Description: Use voice commands to order and Uber or UberX, or track your ride status Date Launched: February 2016 Developer: Results/Notes:
  82. 82. #brandedbots 85 About This Bot Name: Uber Platform: Messenger URL: uber.com/messengerlaunch/ Description: Unlike other bots where you interact with a bot, Uber (and its nemesis Lyft) are integrated within Messenger, so you can book rides directly while conversing with others Date Launched: December 2015 Developer: Results/Notes:
  83. 83. RESOURCES 86#brandedbots
  84. 84. #brandedbots 87 Useful Resources • Bots.directory: a bot directory • Bot Finder: a bot directory • Botlist: an app store for bots • Botpages: the world’s largest open bot directory • Bots Facebook group: 10,000+ members • chatbots Weekly: newsletter • Kik Bot Shop: directory of their bots • Telegram Bot Store: directory of their bots • TopBot’s Best of Bots: a site and very useful weekly newsletter
  85. 85. #brandedbots 88 Bot Developers Referenced • Agilitee • Block Party • Chatfuel • Conversable • Imperson • Kasisto (KAI) • msg.ai • Mobiquity • Periscope • Rain • Sequel • WSC Sports Technologies
  86. 86. #brandedbots 89 About The Author Name: David Berkowitz, Chief Strategy Officer of Sysomos and blogger at SerialMarketer.net Bot Platform: Messenger Bot URL: m.me/serial.marketer Email: david@serialmarketer.net Website: www.serialmarketer.net Twitter, Instagram, LinkedIn: @dberkowitz Results/Notes: 15+ year agency and digital media veteran (eMarketer, 360i, MRY, Sysomos) in marketing, strategy, and innovation roles

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