The New Year sees vitamin brand Blackmores feature a branded ‘Well Bot’, featuring the latest in artificial intelligence technology, at the core of its Australian Open leverage programme.
As a sponsor of the 2017 Australian Open, Australia’s self-style No1 vitamin brand offers fans a chance to interact with its Blackmores Well Bot live on-site throughout the tournament in the event partner’s branded ‘Blackmores Wellbeing Oasis’ space.
This inventive, digital ‘wellbeing coach’ interacts with consumers 24/7 and aims to be a valuable tool to help Australian keep their health-related New Year’s resolutions through 2017.
Launched as part of its Australian Open campaign, the AI device gives tennis fans and Australian across the nation their very own mobile wellbeing coach to help maintain a personalised wellbeing plan for the year.
Tennis fans and tournament visitors can ‘meet’ the Well Bot at eight kiosks located around the Melbourne tennis venue: and their personalised wellbeing responses will also be rewarded with a Blackmores Superfood sample matching their individual lifestyles and needs.
The context aware, intuitive Well Bot – which also sits online at http://choose.blackmores.com.au/ and can be engaged on Facebook Messenger or via SMS – offers realistic dialogue focusing on advice about nutrition, exercise and mindfulness: it responds to a set of questions and turns each user’s personalised answers into tips and action plans tailored to their lifestyle.
Plus, interacting with the Blackmores Well Bot also leads to exclusive discount codes for Blackmores product and access to other unique health content.
The sponsorship activation, developed in tandem with agency Bastion EBA, is part of the company’s wider 2017 campaign that aims to help consumer improve their wellbeing.
The at-tournament Blackmores Wellbeing Oasis’ branded space, which offers fans an opportunity to beat the heat and enjoy refreshments, also included a ‘Wellbeing Wings’ installation for fan photo opportunities and social sharing,
The sponsor’s leverage programme also include a set of responsive, tournament-related, low latency social media support pieces across its own digital and social platforms including Twitter,
It's time @AustralianOpen! #Blackmores #AusOpen pic.twitter.com/kIsi2EEwuv
— Blackmores (@Blackmores) January 15, 2017
Need to relax before the big game? Chat to the Blackmores Well Bot to learn about mindfulness: https://t.co/FHxtOfzBoy#AusOpen #Blackmores pic.twitter.com/NCU1kYholr
— Blackmores (@Blackmores) January 16, 2017
Re-fuel like a champion. Andy Murray is known to eat up to 50 pieces of sushi within 30mins post-match. #ChooseToBeAWellbeing #Blackmores pic.twitter.com/Jf53RJMGIb
— Blackmores (@Blackmores) January 16, 2017
and Instagram
While other aspects of the brand’s activation include on-site roving street teams at the tournament and an advertising and social media led spend and win ticket competition called ‘Road To The Australian Open’ (which kicked off in November 2016),
Snack your way to @RodLaverArena! We have 1 GOLDEN TICKET left to win. Keep an eye out for the #Blackmores team and grab a sample to win! pic.twitter.com/ihncozoIMG
— Blackmores (@Blackmores) January 16, 2017
Fan of the @AustralianOpen? We've got a double pass to giveaway to one lucky online shopper today! Shop our range at https://t.co/a1usSHbtOH pic.twitter.com/a7kWnkTl3B
— Blackmores (@Blackmores) December 15, 2016
plus on-site signage and an at-tournament ground team that even includes the brand mascots,
Our #Blackmores mascot is super excited for day one of the #AusOpen! Hope to see you at the Wellbeing Oasis. @AustralianOpen @7tennis pic.twitter.com/mgsUgM2J6L
— Blackmores (@Blackmores) January 15, 2017
as well as a product offer activation strand,
Have you shopped our @AustralianOpen offer yet? We're giving all members 40% off + free shipping until Jan 31st!* #Blackmores
*T&Cs apply. pic.twitter.com/DJCs4NZcOn— Blackmores (@Blackmores) January 9, 2017
and work leveraging tennis athlete ambassador Lizette Cabrera
Good luck to our tennis ambassador @lizzycabrera97 in her first round match against Donna Vekic tomorrow! #ausopen
— Blackmores (@Blackmores) January 15, 2017
‘We are very excited to be launching the Blackmores Well Bot during this year’s Australian Open,’ explains Blackmores managing director Dave Fenlon.
‘Fans both on the ground and those enjoying the tennis around the country will have the chance to interact with our wellbeing coach to help them with achieving their wellbeing goals for 2017. It’s the perfect time of year to think about your health and what choices you want to make in the year ahead.’
Comment:
Everyone (admittedly, including us) said AI was going to be a major activation trend in 2016 and it didn’t quite happen, but with campaigns like this, the signs are that the start of the bot revolution in sponsorship will start in earnest in 2017 are strong.
It was back in 2015 that Blackmores announced a four-year partnership with the Grand Slam of the Asia- Pacific – the Australian Open.
Throughout the tournament, the core pillars of the Blackmores ‘Choose to Be a Well Being’ movement is showcased, supported by a focus on key products such as Blackmores Superfoods and Blackmores Multivitamins.
In addition to the Blackmores alliance, The Australian Open’s other corporate partnerships include top tier sponsor Kia, as well as ANZ, Jacobs Creek and Rolex, plus partners Accor Hotels, Aperol Spritz, Canadian Club, Coca-Cola, Coopers, CPA, Emirates, Frabntelle, Haagen-Dazs, Hisense, IBM, K&L Gates, Lavazza, MasterCard, Medibank, City Of Melbourne, Optus, Toshiba, Wilson, William Hill, Woolworths and Yonex.
Links:
Blackmores
http://choose.blackmores.com.au/
https://twitter.com/blackmores
https://www.instagram.com/blackmoresaustralia/
Bastion EBA
Australian Open
https://twitter.com/australianopen
https://www.instagram.com/australianopen/
