The Ad Council is releasing its first story-driven chat experience on a mobile platform, developed in partnership with the conversational marketing platform Snaps. Inspired by the insight that teens increasingly seek out interactive stories and “chatbots” online, the 'Ultimate Party Foul' chat experience leverages this emerging format to seamlessly integrate a message about the consequences of underage drinking and driving.
The 'Ultimate Party Foul' experience is hosted on Facebook Messenger and supported with donated media from Facebook.
New chat story from the Ad Council highlights consequences of underage drinking & driving
The storyline highlights the range of potential consequences of drinking and driving underage, and plays on teens' fear of losing the newfound freedom a driver's license represents.
Each user joins a group chat with teen characters and actively participates in the story by responding to conversation prompts. The user gets to know the characters as they plan and attend a party, and suspense builds around which character will commit the “ultimate party foul” - driving home after drinking. The story concludes the next day, when the rest of the group learns that this character has lost his driving privileges, faces legal fees, and has to worry about how an arrest record will affect his college applications.