МТС: "МТС Jun‑Park" - игровой парк MTS Junior в Roblox

Objective

MTS Junior launched a children's subscription bundle combining safety, entertainment, and educational services (KION streaming, LogicLike courses, MTS Music). Recognizing that traditional advertising channels fail to reach children effectively, MTS needed to introduce the subscription offerings through a platform where its target audience—children and teens—already gathered. The goal was to create awareness of MTS Junior's service components while driving subscriber interest in an immersive, interactive environment.

Solution

The campaign created a virtual theme park in Roblox where children customized characters and engaged with service-themed mini-games: a hide-and-seek experience tied to KION's film studio, obstacle courses reflecting LogicLike's learning challenges, and button-rhythm gameplay in Mixodrome, a music creation space connected to MTS Music. Players earned in-game currency ("junies") through participation in each activity, redeemable for Robux—Roblox's virtual currency—or physical rewards. The park launched in June 2023 as part of MTS's metaverse strategy to engage digitally-native audiences through their preferred gaming platform.

Results

The campaign exceeded its key performance indicators, achieving increased awareness of the MTS Junior subscription among children and heightened audience interest in the service. The project earned a Gold award in the Brand Experience category at E+ Awards 2023. Specific quantified metrics such as player count and engagement duration were not publicly disclosed in available sources.