We’ve rebranded! Proxima and Iris are now all found here under the one label – Pattr.

We just won the MarTech Breakthrough Conversational Marketing Innovation Award!

MarTech Breakthrough Award
We’re thrilled that MarTech Breakthrough has chosen Pattr (formerly known as Proxima) as winner of the ‘Conversational Marketing Innovation Award’ category in the fourth annual MarTech Breakthrough Awards Program.
In a competitive field, we are honoured to stand beside an impressive list of 2021 MarTech winners including Adobe, Freshworks, Mailchimp, Hootsuite, and others.

What are MarTech Breakthrough Awards?

MarTech Breakthrough Awards recognises excellence and the creativity, hard work, and success of companies, technologies and products in the fields of Marketing, Sales and Advertising Technology.

With over 2,850 nominations coming in for the 2021 program from all over the world, we are grateful to be one of the select breakthrough winners!

How did Pattr win the ‘Conversational Marketing Innovation Award’?

When the pandemic forced the world indoors and online, Pattr designed a new fan engagement experience that united and delighted television audiences.

In April 2021, we partnered with the Food Network to create a first-of-its-kind Bracket App to engage viewers ahead of the highly anticipated second season of competitive cooking show, Tournament Of Champions.

Delivered through our Conversational AI platform, Pattr’s Tournament Bracket App was an innovative way for Food Network to market the new series of Tournament Of Champions by offering fans a truly personalised and gamified interactive Twitter experience.

As a fully automated solution, the week before the series launch, an initial ‘trigger’ tweet was posted to all Food Network’s Twitter followers, giving the chance to win a cash prize and merchandise by taking part in a Tournament Of Champions interactive predictions experience.

The click-through then loaded an automated conversation between users and Food Network via Direct Messages, offering the option to view the different chefs taking part and predict the winners through each round of the tournament.

A customised image was then generated for every user, displaying their tournament predictions in a bracket format. To help Food Network create even more interest in the show, these images could be instantly shared by users on their own timelines.

Once the tournament commenced, personalised updates were then sent to users based on the predictions they had made, alongside a reminder of their customised bracket image. Fans could even watch the show live while making real-time predictions on their phones.

At the end of the tournament, each user received their final score, helping to create friendly competition amongst the Tournament Of Champions’ fan base and drive even more engagement with the show through Twitter.

The results?

8,500 unique users engaged, over 9,000 bracket entrants, and a 90% completion rate for users who clicked on the link.

We really wanted to elevate that sense of excitement and competition by engaging viewers through Twitter in the build up to the second season airing,” said Maria Russo, Senior Digital Editor at Food Network.

“Pattr’s Tournament Bracket App enabled us to do just that – creating a personalised, gamified experience that has really helped us to build excitement and grow the Tournament Of Champions fanbase.”

Creating an innovative, interactive Twitter marketing campaign not only generated excitement in the build-up to the tournament, but also kept users emotionally invested in the outcome as the tournament progressed, helping to boost overall viewing figures.

This unique campaign opened the conversation with fans on Twitter, and armed them with a fun, interactive way of promoting the show. Giving fans a stake in the outcome of the awards was critical after a pandemic year where people felt disconnected from traditional live events.

There’s more to come

MarTech Breakthrough’s recognition of our technology not only encourages us to continue innovating world-first solutions, but ensuring that conversational AI is accessible and easy-to-use for the future generations.

Pattr will continue our mission to seamlessly blend AI and human engagement across a variety of industries anywhere in the world.

Contact us to learn what innovative solutions we can create for your company.

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