We set out to create a new level of global interaction on messaging platforms and gamify social engagement - Facebook Messenger and Telegram. For the first time ever we transferred a fictional AI character and turned her into real AI. We ingested every script and image of the character into our proprietary AI brain which then generated new script that the audience could interact with. The game itself was cleverly designed to create tension between the bot and fans by asking a series of timed questions.

We not only wanted to gamify this experience, but create a more intimate relationship between the fans and The Red Queen. We did this by way of interacting with a small aspect of her hostile personality. The game allowed only 10 seconds to answer each question, only one game per day, with the option to win you way back into the game if you shared your ‘pitiful score’ with friends.

The result was phenomenal. It was the most successful box office hit from the entire franchise, pulling in $312.2 million USD. #challengetheredqueen was rolled out in 5 different languages and 8 different countries. Fans of the film were able to relive their favorite moments from the film. Fans loved #challengetheredqueen. At launch, there were 8 fans per second playing the game. Over 2.4 million games were played. Users spent on average over 2.5 minutes challenging The Red Queen per game. The game drove over 208 thousand additional trailer views and the #challengetheredqueen posts had over 2.2 million views. The media was quick to cover The Red Queen. Overall the fan response was incredible. The excitement generated from #challengetheredqueen spread throughout social media as fans played, challenged each other and shared their ranking in the leaderboards.