To promote the new season of The Exorcist on FX, we programmed a bot to mimic Pazuzu’s personality and let him as our official community manager for a whole week. Besides the bizarre posts and the not so friendly replies, Pazuzu also threatened anyone who dared interact with FX. Any likes, comments or even page views, would make you receive a personal and “pleasant” message of our beloved demon. And the only way to stop the harassing, was confronting him on Messenger and exorcising FX’s fan page.

Pazuzu is not the most pleasant character and programming a bot to mimic his personality and put him to insult people with things like “Are your parents related?” when someone did not understand something, was something we were not sure people would like. Luckily, we were wrong. People loved it. For a week, he was in charge of FX’s Facebook Page. First, he posted weird and bizarre things. Once someone commented/liked or even visited the page, Pazuzu would send him a personal message. Pazuzu would challenge him to exorcise the page, asking questions and giving tips on how to do it. But always roasting and insulting in the process. To exorcise our Facebook page, the fan would have to write a sentence in Latin and Pazuzu would be vanished from the chat. FX thanked the fans with an exclusive trailer for the new season.

In only one week, we got more than 185K mentions on social media, with a total engagement of 930K. We also got more than 30K new fans on FX’s Facebook Page, all of them crazy to getting insulted and roasted by Pazuzu. And 15K chats with the demon. The premiere of the new season had a 53% increase in rating compared to the average of last season episodes. And the most important: a lot of love was sent to our new community manager.