Deutsch LA On How To Make Bots Better Copilots For Your Brand



“Writing for bots is about understanding the culture of the recipient, not just clever answers to simple questions.”

Most branded bots are focused on one-to-one, assistant-like interactions, but very few have tapped into what has always been the magic at the heart of marketing–brand storytelling and voice.

At #SMWLA, Scott Lindenbaum (SVP, Director of Digital Strategy, Deutsch) and Ben Majoy (Writer, Deutsch) discussed how marketers can push beyond pure utility to build brand affinity and learn how to successfully write for a bot in their session, “Talk To Me, Goose”: How to Make Bots Better Brand Copilots.

“As customer conversation moves into new mediums, so too must brand voice,” said Scott Lindenbaum of Deutsch. The advertising, design, and digital agency created the incredibly popular and intuitive ‘Tacobot’ for Taco Bell. TacoBot was created as an integration with the workplace messaging client, Slack, and gave users the ability to order food with the click of a button.

Writer Ben Majoy wrote all of the copy for TacoBot, which didn’t just work as a way to order food, but fully interacted with the user.

“It’s OK to be just a bot.”

Scott and Ben described the personality of TacoBot as a cross between Siri and actor T.J. Miller (Deadpool, Silicon Valley) and said that if TacoBot was a person, it would get its news from Reddit, not NPR.

They also spoke about how brands should write for bots. “Writing for bots is about understanding the culture of the recipient, not just clever answers to simple questions,” says Scott Lindenbaum. “When you pay attention to the nuances of online interactions, your brand looks smart.”

Further analysis and commentary from ‘Talk To Me, Goose’ session


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