In June Twitter launched support for 360-degree video for the NBA finals. Now the NRL has broken similar social ground, becoming the first sporting league roll out a Bot on Facebook's Messenger.
Bits and bots
The ground breaking bot, called SOO, is the font of all rugby trivia ahead of the Holden State of Origin series.
SOO can be accessed via this link, or by searching @StateOfOriginOfficial on Messenger.
Like any card carrying rugby fan, SOO is designed to engage with fellow fans in trivia take downs, tempered with liberal lashings of witty one-liners and banter.
SOO is a fully automated bot, and still in beta. However throughout the State of Origin series, the bot is expected to serve up hundreds of thousands of trivia rounds to rugby fans around the globe.
It's also an interesting experiment into how brands might engage with fans.
Sadly there's no word yet on who SOO is backing to win the series.
To find out more visit messenger.com/t/StateOfOriginOfficial.