Ad Council creates story-driven mobile chat to combat teenage drinking and driving

"The 'Ultimate Party Foul' chat experience leverages the chat format to 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. "Facebook recently announced there is a user base of over 1.3 billion users on Messenger. Activating on Messenger enables the Ad Council to engage their target audience in a powerful and authentic way - right inside the users' favorite messaging app," said Jonathan Shriftman, head of business development at Snaps."

"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. "This immersive experience brings teens into a captivating story where the characters and consequences feel true to life," said Lisa Sherman, Ad Council president and chief executive."

An interactive, story-driven chat called 'Ultimate Party Foul' was created to discourage underage drinking and driving by immersing teens in a realistic group-chat narrative. Developed with conversational marketing platform Snaps, the experience models teen behavior and emphasizes consequences such as license loss, legal fees, and impacts on college applications. The experience runs on Facebook Messenger with donated media support, enabling reach to Messenger's large user base. Users join a group chat, make choices, and watch suspense build as characters plan a party and one character drives after drinking. The story concludes with tangible consequences portrayed the next day.

Read at The Drum