Билайн: "BEELAND" - игровой мир с маскотами апперами

Objective

Beeline sought to establish brand relevance and loyalty among children and teenagers (aged 5-17) by creating an immersive metaverse experience rather than relying on traditional advertising formats. The campaign positioned the telecom operator as a culturally relevant brand for young audiences who would eventually become long-term customers.

Solution

BEELAND is an interactive world built within Roblox featuring 10 thematic mini-games, each offering varied gameplay mechanics to sustain engagement. Players earn an in-game currency called 'cells' by completing challenges, which they can exchange for character cosmetics (skins) or convert into real rewards through promotional codes in Beeline's online store. The experience includes five distinct locations with unique visual environments, a central hub with teleportation systems, and numerous NPCs featuring Beeline's mascot characters (the 'Uppers'). The dual reward system—cosmetic customization paired with tangible real-world benefits—creates layered motivation for repeated engagement.

Results

The campaign reached 613,000+ unique visitors with 758,000+ total gaming sessions recorded during the project support period. Players returned an average of 3 times per week, spending 7 minutes per session compared to the typical 5-minute average for Roblox experiences. The demographic reach achieved its target with 56% of all players being children and teenagers aged 5-17.