Follow The Fastest - New Year AR Game With AI Predictions

Objective

MegaFon, a Russian telecommunications company, launched a New Year AR campaign in December 2023 to engage subscribers during the busy pre-holiday period. The objective was to combine seasonal greeting messaging with technological entertainment, stimulating user participation and social media sharing while promoting MegaFon's digital ecosystem through branded experiences.

Solution

Players used their smartphones to catch animated rabbit tails in augmented reality overlaid on real-world environments (desks, chandeliers, office spaces), accumulating points through gameplay. The game generated personalized AI-predicted annual forecasts and branded AI-generated city images for each player based on their in-game performance. A Telegram sticker pack and reminder push notifications supported ongoing engagement. Participants earned online store certificates, START streaming subscriptions, and discounts through a prize fund raffled among users who shared results on VKontakte and Odnoklassniki using #СледуйЗаСамымБыстрым. The campaign deployed mobile AR experiences, interactive Kinect-powered installations in major shopping malls (AviaPark, Columbus in Moscow; Mega Parnas, Mega Dybenko in St. Petersburg), TV sponsorships on Friday! and TNT channels fronted by comedian Azamat Musagaliev as a "special agent" character, and transit advertising. The rabbit-tail AR concept recurred as an annual New Year franchise, with matching activations also documented in December 2022 and again in 2024.

Results

279,000 unique users participated; 2.5 million gaming sessions were recorded.