LEGO launches Facebook Messenger bot

by TnP Staff
Published: 24 November 2017, 09:54
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Chat bot helps app users find the perfect LEGO gift

LEGO Gift Bot Ralph is now on Facebook Messenger, and ready to help consumers find the perfect LEGO gift this Christmas.

Ralph, a Facebook Messenger Chat Botwill help consumers chose the perfect LEGO gifts via Messenger and News Feed Ads, as part of the LEGO Group’s broader Give The Gift of Imagination in Europe.

James Poulter, Senior Manager, Digital Consumer Engagement, at the LEGO Group, said: “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. 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. Clicking on the LEGO Gift Bot will take shoppers to Messenger. Ralph then guides shoppers through some simple questions to help recommend appropriate gift ideas, while the journey is spiced up with fun GIFs. Questions such as the child’s age and their play interests – superheroes, fantasy, role play etc. – help determine which LEGO set would suit best. Suitable LEGO products will then appear and the shoppers can click and be transferred to the shopping cart on for a quick transaction.

Genelle Holton, UK Digital Marketing Manager said: "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 added: "The Messenger Platform enables businesses to build experiences that facilitate connection with customers, create meaningful interactions and ultimately drive results."