Promotion of cellular tariff through the game "VKontakte"
Grape Agency completed the next stage of the MTS Red Energy advertising campaign. The service was promoted through the game on the motive of Encounter and social networks. The game called Red Quest was a city orienteering with solving puzzles: participants guessed the riddles of the organizers, running around the city and earning points. The team with the most points was awarded a million rubles. According to the legend, the “seekers” performed the tasks of the “keepers”, searching for a source of infinite energy, without which the planet cannot live. In addition to organizing mass games, MTS used the traditional placement of information in magazines and on TV.
Information support for Red Quest on the Internet was provided by social networks, advertising appeared in more than forty games and applications for VKontakte . The deepest integration was carried out in the game "Dig!" The development of Progrestar was chosen for the similarity of the plot of the game (the user must travel on a virtual map in search of treasure) with the theme of urban orientation. Artifacts with guessed symbols were added to the game, all ships (players move between territories and cannot do without them) were given corporate sails, and characters were dressed in branded clothing. At a certain stage, the player got on a special Red Quest card, where you need to find a fallen spaceship and redo its engine into a source of uninterrupted energy - the analogy with the unlimited Internet advertised tariff. Thus, it is impossible to use "Dig!" And not be aware of the existence of new MTS.
During the completed missions, players received points, which were added to points in an offline game. At each launch, a newspaper with Red Quest announcements popped up to attract people from the Internet islands to the city game before the user. During the existence of the game (the final was held in December) 1,044,809 people registered on the quest site.
Large companies came to social networks, in particular, to gaming applications. As a rule, this is limited to branding and hanging banners, cases of full-scale integration, or linking to offline events are still rare.
Information support for Red Quest on the Internet was provided by social networks, advertising appeared in more than forty games and applications for VKontakte . The deepest integration was carried out in the game "Dig!" The development of Progrestar was chosen for the similarity of the plot of the game (the user must travel on a virtual map in search of treasure) with the theme of urban orientation. Artifacts with guessed symbols were added to the game, all ships (players move between territories and cannot do without them) were given corporate sails, and characters were dressed in branded clothing. At a certain stage, the player got on a special Red Quest card, where you need to find a fallen spaceship and redo its engine into a source of uninterrupted energy - the analogy with the unlimited Internet advertised tariff. Thus, it is impossible to use "Dig!" And not be aware of the existence of new MTS.
During the completed missions, players received points, which were added to points in an offline game. At each launch, a newspaper with Red Quest announcements popped up to attract people from the Internet islands to the city game before the user. During the existence of the game (the final was held in December) 1,044,809 people registered on the quest site.
Large companies came to social networks, in particular, to gaming applications. As a rule, this is limited to branding and hanging banners, cases of full-scale integration, or linking to offline events are still rare.
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Source: https://habr.com/ru/post/110789/
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