ANDREW W.K. CASE STUDY

OVERVIEW

We worked together with Andrew, his manager and his social manager to a create a tool that would allow Andrew to keep his content in front of fans in a convenient way, and that would promote The Party Never Dies full-band tour to fans. So we created Andrew’s Official Party Robot. “Oto,” to get all of Andrew’s news, social posts, tour dates, music, videos, and columns in front of fans.

THE IDEA & RESULTS

To get fans connected to his messenger chatbot, the AWK team announced via social channels that the dates would first be announced on Messenger. To see the dates, fans would connect. In advance of the announcement, fans could connect and subscribe to get the very first notice of the dates. Sending a campaign announcing dates for The Party Never Dies tour, via the chatbot to Andrew’s connected fans, then, Oto achieved a click-through-rate counting just unique users of 82%.

Moreover, Oto is able to catalogue and serve the considerable content Andrew W.K. has created through his columns in Village Voice and Vice. While new releases of tour dates and music get the highest engagement rates at the time of the news, on any given day when Andrew W.K. is not in the news or on tour, these columns of advice and reflection are read daily by unique visitors to Oto.

The subscription rate to the bot remains high at 71% and these fans are available for contacting any time there is more big news, like the record launch in March 2018.