KION: "Страна чудес" - мини-игра к премьере фильма

Objective

KION (MTS Media's streaming service) launched a theatrical musical film 'Alice in Wonderland' in October 2025, targeting Russian family audiences. The brand needed to build sustained engagement with viewers across its media ecosystem (KION streaming, music, audiobooks) and drive theatrical ticket sales through integrated transmedia storytelling.

Solution

KION released an interactive prequel game embedded in the film's 'Universe Guide' hub on its website and accessible via web, mobile app, and Telegram. Players took the role of the Queen, solving eight logic and attention-based puzzles to restore an ancient stained glass window and unlock the rabbit hole for Alice's entry into Wonderland. The game was developed by funtech agency, featuring narrative progression through Wonderland-themed mini-games tied to film locations, with transitions to official KION content (trailers and premiere page). The game served as one pillar of a broader ecosystem campaign that included TV spots, out-of-home media, and cross-promotion across MTS Media properties.

Results

The overall campaign reached 75 million total contacts across the ecosystem. The film generated over 1.2 billion rubles in box office revenue, and the campaign activated 2,400 retail points with branded materials.