How public broadcasting turned passive viewers into active participants using WhatsApp
Key points of the project
- Industry: Public broadcasting
- Use Case Type: Real-world implementation
- Channel: WhatsApp
- Primary Goal: Enrich a traditional TV format with interactive audience engagement via messaging
The Challenge
ZIBB, the daily magazine show “Zuhause in Berlin und Brandenburg”, had long been a classic linear TV format with no way for viewers to directly interact during broadcast. The goal: add a digital dialogue layer that turns passive watching into active participation – without disrupting the core experience.
The Approach
Memacon developed a WhatsApp chatbot that was seamlessly linked to the live show. Viewers could send in keywords like “ZIBB-Tipps” and immediately receive personalized tips, content and even exclusive discounts.
In parallel, the chatbot offered interactive surveys and polls throughout the broadcast. The project covered everything from content strategy and technical setup to editorial training for the RBB production team.
The result was a simple but powerful interaction flow, integrated directly into the WhatsApp app most viewers already used daily.
The Result
The interactive format was enthusiastically adopted, drawing thousands of users into direct conversation with the show. While no prior benchmarks existed, the engagement levels spoke for themselves.
The chatbot proved that even public service TV can benefit from digital messaging – and that editorial workflows can evolve without losing quality or control.
- Audience engagement in the high four-digit range
- New digital dialogue format for traditional television
- Editorial workflows successfully extended into messaging
What You Can Learn From This
This case shows how traditional content formats can be reimagined with messaging. WhatsApp lowers the threshold for real-time participation, making it easy for audiences to engage. At the same time, content delivery becomes more personalized and flexible, while editorial teams are still able to retain full control as they expand their reach.
Interactive chatbots are not just a marketing tool – they can become a true extension of public content formats, from education to entertainment.
