Center For Children And Youth Recreation: "Club 89" - VK Mini-app About Traveling Across Russia

Objective

Club 89 is a youth tourism initiative by Russia's Center for Children and Youth Recreation (ANO) designed to encourage domestic travel among young people and families. The campaign aimed to gamify exploration of Russian regions and landmarks, making visits to lesser-known destinations engaging and socially rewarding through photo verification and regional achievement systems.

Solution

Developed as a VK mini-app by agency KTS in 2024, the platform featured an interactive map of Russia with 1,335 locations ranging from famous monuments (the Moscow Kremlin) to remote sites (Cape Dezhnev). Region cards included photos and background facts about each location. Users planned routes by region, verified visits through geotagged photo submissions with automatic geolocation confirmation, and earned points (maximum 89 for visiting all regions). Mechanics included regional challenge quests, achievement badges, leaderboards, and prize redemption (travel certificates and exclusive tours). Rewards scaled based on location accessibility and regional coverage progress.

Results

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