ITVPlayer wanted to become a destination for viewers like Netflix and other on-demand services in people’s ‘MeTime’. It wanted to be a place where people could enjoy a wide range of content, rather than just being perceived as a ‘Corrie catch up service’. To change the viewers' mindset first we organised the ITV Player content into moods instead of genre. Then to promote it we created a Twitbot (Chatbot) that asked people to tweet how they were feeling i.e happy, sad, naughty, bored etc using the hashtag #MeTime. Twittbot would instantly suggest some content from ITVPlayer library that could match their mood.