McKinney LA created a Reddit chatbot in the persona of Chucky for Orion Pictures’ “Child’s Play” that did more than simply hype the movie. To maximize engagement, it leaned into the inherent nature of Reddit — notably a difficult place to advertise — by not only encouraging commenting but rewarding it, all with an execution that maintained the authenticity that users of the platform embrace.

And the bot — as Chucky has been known to do — killed. With more than 40,000 comments in the week-and-a-half campaign run, the work was the most engaged-with in Reddit’s history.

You can read more about the complexities of the bot’s behavior and how it was designed to keep the users of Reddit safe while maximizing their entertainment here on adage.com.