Scam City Detective

Objective

Beeline, a mobile telecom operator in Russia, aimed to promote its cybersecurity service "My Security" to young audiences through an engaging interactive experience. The campaign educated users about common cyber fraud schemes while demonstrating real-world protection against digital threats, leveraging Minecraft's popularity among Gen Z to make security awareness entertaining and accessible.

Solution

A detective-themed Minecraft world where players explore a branded city, interact with NPCs, and identify scammers through dialogue-based mechanics. The experience featured a Beeline tower landmark, booster systems, and cooperative quests that combined education with gameplay. Players received tips about the security service while catching over 200,000 in-game scammers. The game was developed end-to-end by Trend Surfers, including world design, NPC creation, character design, and AI-driven dialogue.

Results

20,000 visits, 6,000 unique users, and 200+ digital channel publications. Players caught 200,000+ scammers in-game throughout the campaign.