Occupying Messenger, a conversation platform where ALL millennials come together . How? By creating the very first competition via a Messenger bot. The game involved creating "buddy crews" to test friendships through three challenges that had to be carried out as part of a crew. This boiled down to a showcase site that directed users to the chatbot, boosted by a zoomed up media strategy, collaborations with influencers (Woop Gang), and a road show that measured up to the scope of our ambitions: Burning Man!