KION: "Где цветет полынь" - мини‑приложение с квестом и уличная промоактивация

Objective

KION, a leading Russian streaming platform, needed to drive awareness and viewership for the premiere of 'Where the Wormwood Blooms' (Там, где цветет полынь), a mystical drama series consisting of 6 episodes in cinestory format. The brand sought an integrated campaign that would convey the series' atmospheric narrative and create memorable engagement across both online and offline channels.

Solution

A transmedia campaign blending street art, augmented reality, and social media gamification. Fifty large-scale street-art installations were placed on Moscow building facades. An AR experience visualized the overgrowth of the historic GES-2 art venue with wormwood—a central motif from the series. Players participated in a social-media quest (VK and Odnoklassniki) where they solved riddles with real-world object answers, photographed the objects, and posted to social networks with a campaign hashtag. The activation extended to an outdoor summer cinema event. Prizes included KION subscription vouchers (1–12 months) and MTS Shop certificates.

Results

The campaign generated 80+ media mentions, approximately 500 influencer and celebrity posts on social networks, and reached 2,704,400 accounts via VK Clips. User-generated content from quest participants drove further organic amplification across social platforms.