Case Study: TBS boosts awareness and social engagement for People of Earth with Twitter Direct Message chatbot

People of Earth’s adopt-an-alien chatbot increases awareness and engagement

People of Earth (TBS) needed to boost awareness and drive tune‑in for the second season premiere. TBS Entertainment, working with VaynerMedia, created an "adopt‑an‑alien" experience delivered via a Twitter Direct Message chatbot to reach fans and new viewers, spark social sharing, and build pre‑premiere buzz.

Using Promoted Tweets with a Direct Message Card and targeted audience options, the chatbot let users adopt, name, personalize, and share a virtual alien adoption card, turning participants into organic advocates. The campaign drove a 2.5% CTR on the Direct Message Card, an average of one minute engaged per user, and a 63% uplift in organic impressions from shares, increasing awareness and conversation ahead of the premiere.

TBS