To promote new comedy ‘Powerless,’ NBC turns to chat platform Kik

NBC’s new show ‘Powerless’ is different – it is the first comedy series set in the DC universe – and because of that, the network is taking a different marketing approach to promote the show. Eschewing the usual social TV channels of Facebook, Twitter, and Tumblr, NBC is activating on the social chat service, Kik.

Via a ‘Powerless’ chat bot, fans can become a new Wayne Security recruit. Users send the bot images, which the bot – using Microsoft Cognitive Service’s image recognition technology – will use to suggest products from the Wayne Security Labs. Engaging in a back and forth with the bot, the user will be able to go deeper into the lab, following different paths depending on the interaction.

In the show, which premiered last Thursday, Vanessa Hudgens plays Emily, an insurance adjuster who specializes in “regular-people coverage” against damage caused by the crime-fighting superheroes.