Case Study: Foxtel achieves top weekly drama ratings with Facebook for Developers

Wentworth Creates A Unique Social Experience For Fans With Facebook Messenger

Foxtel, Australia’s leading subscription TV network, wanted its drama series *Wentworth* to become the top show each week of season five. To deepen fan engagement between episodes, Foxtel turned to Facebook for Developers, using Messenger as a social channel to extend the viewing experience and fuel anticipation around the show.

Facebook for Developers helped Foxtel create “The Rat,” a Messenger bot and virtual character that delivered secrets, gossip, polls, and exclusive content to fans, supported by Facebook posts and Facebook Live debriefs. The campaign generated 2.2 million message interactions, a 97% average completion rate, and a 3% lift in average hours of conversation audience size per episode versus the previous season, helping *Wentworth* rank as Foxtel’s No. 1 show every week from premiere to finale.

Foxtel

Gina McGrath

Head of Marketing: Entertainment Channels