Credits
Brand:  BEKO
Agency: McCann Istanbul
Media: Digital / Facebook Messenger Bot
Creative Director: Kaan Ayçe
Creative Team: Berkin Dalgıç, Batuhan Erdoğan

Situation:
During the 2016 UEFA European Championship, Beko was the official sponsor of the Turkish National Football Team. The brand wanted to engage younger fans on digital platforms beyond traditional sponsorship visibility.

Task:
Create a fan engagement experience that could deliver real-time interaction, build emotional connection, and make Beko feel like an authentic part of football culture not just a logo on the jersey.

Action:
We launched Beko FutBot, the world’s first football fan chatbot on Facebook Messenger.
Fans could chat with the bot to:

• Get live match scores and highlights,

• Learn new fan chants and trivia,

• Receive custom memes and GIF reactions,

• Compete in prediction games and share them directly in Messenger threads.
  It was positioned as a fun, slightly cheeky football buddy mixing humor and utility, reflecting the voice of the fans.

Result:

• 107M total impressions across campaign media and earned reach.

• 365K fan interactions and 20K unique users in the first 3 weeks.

• Average engagement time: 3.5 minutes per user (benchmark 1.8 min).

• Featured in Facebook’s Global Messenger Innovation Spotlight that year.

• Strengthened Beko’s perception as a tech-forward, fan-first brand during the tournament.

Awards: 2016 Kristal Elma Festivali Sosyal Medya / En Yaratıcı Gerçek Zamanlı Aksiyon - Kristal Elma Gümüş Ödülü

               2016 Kristal Elma Festivali Sosyal Medya Platformunun Yaratıcı/Yenilikçi Kullanımı - Kristal Elma Gümüş Ödülü

               2016 Kristal Elma Festivali Sosyal Medya / Yaratıcı Uygulama - Kristal Elma Gümüş Ödülü

               2016 Kristal Elma Festivali  Medya Kullanımı / Web Kullanımı - Kristal Elma Bronz Ödülü

               2016 Felis Ödülleri - Üretimde Ustalık / Teknoloji Kullanımı - Felis Ödülü