Holiday Card Comes to Life as Interactive Chatbot.

Blog / December 20, 2017

Apple has ‘Siri’. Amazon has ‘Alexa’. Rethink has ‘Buttons’ the Holiday Helper Elf.

To inject a little extra magic into the holiday season, we created a holiday assistant named ‘Buttons’ who popped to life on Facebook Messenger to help make the holidays merry.

The magical chatbot was able to hold holiday-themed conversations in both English and French in real-time, and could offer up all sorts of seasonal solutions–from time-saving holiday hacks and stress-relieving festive destruction gifs, to holiday party tricks including icebreakers, jokes, drinking games, and even a hangover prevention tool.

All of Buttons’ quirky content was developed and filmed in-house across Rethink’s Vancouver, Montreal, and Toronto offices. Over 200 original, bite-sized gifs and videos were produced and the script that gave Buttons’ his Rethink DNA was made up of over 25,000 words–longer than the script for Will Ferrell’s feature length holiday film, Elf.

Thanks to his deep integration with Facebook Messenger, Buttons was able to pull off some magical tricks, like predicting if it would be a white Christmas in your neighborhood, or giving a Christmas countdown down to the millisecond.

Buttons arrived in our clients’ mailboxes inside a physical card that was die cut so he could be popped out and hung up as an ornament from a tree. Printed on his chest were client specific parametric codes that when scanned with the Facebook Messenger app allowed us to deliver personalized content curated to each client, making their holidays feel that much more magical.

Buttons was featured in Strategy and got a shoutout from Adweek as one of the most creative farewells to the year.