Кинопоиск: "Мир Кинопоиск" - бренд-мир в Роблоксе

Objective

Kinopoisk aimed to communicate with Generation Alpha users in their native digital environment—Roblox—where children were already spending significant time. The campaign introduced audiences to major film franchises and TV series owned by Kinopoisk while establishing brand loyalty among younger viewers through interactive gameplay, all within a safe, parent-approved, donation-free environment.

Solution

Kinopoisk partnered with Trend Surfers to create "Mir Kinopoiska" (Kinopoisk World), a branded metaverse hub on Roblox featuring an interactive cinema with a virtual museum displaying film artifacts, a stage for live actor Q&A sessions, and themed mini-games. Players progressed through quest checkpoints using an in-game currency called "Vaybiki", competed on leaderboards for weekly Robux rewards, and unlocked cosmetic items. Seven franchise zones launched with games based on Major Grom (criminal chases in St. Petersburg), Eterna (fencing duels), The Others (obstacle courses), Cybervillage (racing), The King and the Jester (rhythm game), Luana (maze gameplay), and Barsukov (memory game). A virtual character named Synulya from the animated series Explainers served as guide. The experience maintained zero-payment mechanics to ensure child safety.

Results

The Kinopoisk World on Roblox achieved 296,000 visits. No additional performance metrics such as daily active users, average session duration, or engagement conversion data were publicly disclosed.