Give fans something to do
The bot connected fans with Hardwell on Air, let them vote for favourite tracks and send voice messages for the show. It also offered music updates and ways to submit fan art. Each interaction gave someone a reason to come back beyond a release announcement.
The work behind the replies
Together with We Make Awesome Sh, we built a way to collect messages the bot could not answer. We reviewed those gaps and worked with Robbert, Hardwell, on the responses. As I explained in Denis Doeland’s account at the time, this was a near-daily process of reviewing messages and adding relevant answers.
That rhythm is still how I like to work. Put an idea into use, pay attention to what people actually do, then make the next improvement. The technology opens a door. People decide whether the conversation is worth having.
Recognition for a team effort
The Hardwell Facebook Messenger Bot received a Golden Lovie in the 2016 Experimental & Innovation social category. The official award credits We Make Awesome Sh. My contribution sat within a wider collaboration between the artist, management and development team.
The part that connects most closely with my work today is the habit of following through. Launching creates the opportunity. Consistent attention is what gives it a chance to compound.