Sydney Opera House unveils promotional pinniped

The Sydney Opera House yesterday introduced a Facebook Messenger-hosted chatbot to help promote its many performances and events. The chatbot's persona is based on a seal that hangs out around the landmark building.

If a talking seal seems a bit lighthearted for a place where operas are performed, that's exactly the point. The venue is trying to change a misconception that it only offers highbrow fare and reach a younger audience with news of the diverse range of events it plays host to. The Works won a pitch to tackle that challenge last year, working with sister specialist messaging agency On Message.

The bot uses an informal style and has access to more than 100 pieces of tailored content including images, videos, GIFs and live social-media content, according to the agency.

The launch campaign includes JCDecaux out-of-home advertising and an extensive social-media campaign—plus an 8m inflatable seal stationed near the Opera House:

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