Creativity

Speak to Donald Trump 'One-on-One' Via Facebook Messenger

You'll Get His Real Words, But a Bot Is Powering the Talk

By Ann-Christine Diaz. Published on Aug 18, 2016

Editor's Pick

It's no secret that Republican Presidential Candidate Donald Trump has a proclivity for spouting offensive messages, made ever so apparent during his bid for the highest office in the U.S. Yet apparently, his words haven't had an effect the young individuals who could have significant impact on this year's election. So agency SS+K, along with messaging bot platform Dexter, decided to bring Millennial voters one-on-one with Trump through the power of Facebook Messenger.

BFF Trump allows Facebook users to have a "conversation" with Trump through Messenger, asking him his opinions on topics such as Muslims, African Americans, immigration, women, etc. The Facebook Trump will deliver images and quotes from social media, such as "Crooked Hillary wants a radical 500% increase in Syrian refugees. We can't allow this. Time to get smart and protect America!" or "I happen to be a clean-hands freak. I feel much better after I thoroughly wash my hands, which I do as often as possible."

One drawback -- you can't actually ask questions to the bot by typing. You simply have to respond to its posts from a selection of buttons, such as "More on 'defense,'" "What else you got?" and "Really?" In fact, if you do type a question, you receive a response saying, "I play nice when you push my buttons! Enough typing and PUSH MY BUTTONS!" Nevertheless, it's a nice way to find an in with a crowd not tuned into CNN all day.

And while the bot clearly is meant to educate young voters on the absurdity of what Trump says, since it delivers quotes straightforwardly, without context, it could also help to reinforce beliefs of anyone who already favors the candidate.

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About

Credits

Date
Aug 18, 2016
Agency:
SS+K
Client:
SS+K
Software Platform:
Dexter
SVP, Digital Strategy & Innovation:
Kevin Skobac
Creative:
Claudia Cukrov
Senior Strategist:
Claudia Cukrov
Director of Production + Innovation:
John Swartz
Senior Producer:
Craig von Wiederhold
Senior Producer:
Chris Berger
Research:
Paul Malloy
Design Director:
Jesse Raker
Designer:
Caroline O'Toole
Company:
Dexter
Head of Product:
Brendan Bilko
VP of Engineering:
David Hu
Company:
Betaworks
Head of Creative:
James Cooper

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