Intuit Mailchimp is getting in on the Super Bowl not with a television ad, but by creating an AI-generated livetweeting experience called Play by AI.
Mailchimp will be using ChatGPT & GPT-3 technology to create email-based prompts with play-by-play highlights in real-time and tweeting them out on their Twitter account. The account will tweet about everything from plays on the field to commercials on the broadcast and the half time show.
“The Super Bowl is the loudest time for advanced marketing, and Mailchimp has the opportunity to prove that we know how to break through,” said Jeremy Jones, group creative director, advertising at Mailchimp. “With this activation, Mailchimp saw an opportunity to lead by example, using our own advanced marketing tools, to not only showcase its sophistication but demonstrate what we can do for our customers.”
Throughout the game, Mailchimp’s team will feed highlights from the game into ChatGPT and ask it to respond through email-based prompts. The team will then share these creations on their Twitter account to demonstrate the types of content that can be created using these AI tools.
“While this activation is not an ad, Mailchimp wanted to capitalize on the cultural moments of the Super Bowl for audiences in the US,” explained Jones. “All eyes will be on the big game, and due to technology, many people now tune in via social media–the second screen. Mailchimp saw this as an opportunity to get in front of the online audiences with information they care about presented in a fun and exciting way; all while demonstrating the power of Mailchimp’s product lineup.”
“At Mailchimp, we also understand that all of the noise and competition surrounding the game can feel overwhelming,” he continued. “Making this the perfect opportunity to demonstrate to marketers the fun and practical ways AI can help generate compelling and effective content for email and beyond.”
