МегаФон: "Следуй за самым быстрым" - новогодняя AR‑игра с ИИ‑предсказаниями

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 for each player based on their in-game performance. Participants earned online store certificates, START streaming subscriptions, and discounts through raffles triggered by social sharing 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, and transit advertising.

Results

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