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For the Australian theatrical launch of ‘American Assassin’, Roadshow tasked us to raise awareness of the story and characters; proving it’s more than just a shoot-’em-up film. We also had to create a platform that could be ‘re-activated’ in the event of possible sequels, while growing their email database.

We created the internet’s first gamified chatbot by pulling apart Messenger functionality and gamifying every part, creating a fully immersive chatbot with unprecedented interactivity. 125 training modules and 6 in-bot HTML assessment games allowed us to score, rank and profile our users.


messages sent


unique users


days of engagement


hours of gameplay from a single user


For the release of the film, we needed audiences to understand the skills and attributes required to be an assassin.


We wanted to test their limits and immerse them in the psyche of film’s main character.


In 15 days, we sent 513K+ messages to 10K+ unique users, resulting in 92 days engagement and 11hrs of gameplay from a single user.