Dramas with big production value can transport the souls of audiences to another reality … if only for an hour. His Dark Materials, a fantasy drama from world-renowned writer Philip Pullman, features a vast parallel universe of worlds full of mystery, magic, and moral considerations. The characters drift between these worlds to uncover secrets in a bid to understand what’s happening around them.

This fantasy epic provided the BBC with an opportunity to elevate its youth audiences on Social Media into another world. We produced a Chatbot experience within Twitter direct message to connect our audience to the themes within the drama, used a video website card to drive people to the Bot and users were able to discover their daemon through a decision tree experience. ​Rewarding users with their best match character, which cleverly aided chatter and ultimately drove shares which contributed to the irresistible nature of this bot.