From watching the show
To shaping the next season


Campaign marketing doesn’t satisfy the appetite of fans hungry for the content they want, when they want it. In today’s interactive environment, static content doesn’t carry the same emotional engagement.


We wanted to create a conversational tool that would give fans the instant gratification they crave. By helping them understand the story’s nuances and discover hidden details, we made fans feel part of a show rather than an outsider looking in.


As a Guest Services Host from Westworld, concierge bot Aeden was designed to tease, mirror and allow users to participate in the action of the series.

We worked with HBO and the series creators to script Aeden with responses to over 1,100 questions from users. Aeden grew smarter as the series went on, evolving week over week. The team monitored fan sentiment, theories and inquiries, programing Aeden with provocative answers to address the most burning questions. All of which helped the show’s writers understand what the fans really wanted to see.

The winner of an Emmy Award for 'Outstanding Creative Achievement in Interactive Media Within a Scripted Program', the bot attracted 1 million fans. Westworld went on to become the most successful Season 1 show in HBO history.

Talk to Aeden
Talk to Aeden on Google Home

Ask: "Ok Google, can I talk to Aeden at Westworld?"

1M Fans engaged by the bot
6.9 Messages per conversation
1 Emmy award