How do you get Big D – with its big steaks, big trucks, and big attitudes – to show an interest in big ideas? You ask big questions.
BIG QUESTIONS
Dallas may have a reputation for being shallow, but Dallasites are tired of small talk. So we tapped into the universal craving for substance and meaningful connections by hitting them with unexpectedly deep questions.
TALK B.I.G.—A QUOTES ONLY AI CHATBOT
Want to have big conversations? Why not have one with a book? Introducing TALK B.I.G. – short for Book Interlocution Generator – an AI chatbot trained on hundreds of public domain books, designed to hold conversations using only direct quotes from those very same texts.
ENGAGING PEOPLE WHERE THEY ARE
Our bot could be triggered by a hashtag on Instagram, letting users have big conversations with books right in the comments section.
COLLATERAL
We also designed a series of graphics for posters, social media, and other collateral materials, playfully exploring meaningless small talk, and sometimes contrasting it with real quotes from some of our featured authors.
CAROUSELS—GUEST'S QUOTES AS BIG TALK
To highlight the festival headliners, we answered our small talk lines with direct quotes from their books.
RESULTS
The campaign was a success, generating 7 times more engagement and 10 times more site views than the previous year, which allowed the festival to surpass its pre-sale projections by 67%. Ultimately, we helped the festival grow 5.5 times bigger – that's a 550% audience growth from one year to the next.
Created at Lerma with Andrew Larson, and Rodolfo Ruiz.
Produced by Camp Lucky and directed by Lan Freedman.
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