МТС х Twinby: "Ваш идеальный попутчик" - тест travel‑совместимости

Objective

MTS Travel sought to differentiate itself in a competitive travel market by reaching potential travelers through an unexpected channel—a dating app. By partnering with Twinby, MTS Travel targeted users seeking travel partners and aimed to convert compatibility interests into travel bookings. The campaign addressed the question: how can a travel brand create meaningful engagement with a new audience segment beyond traditional tourism channels?

Solution

A 12-question psychological compatibility assessment embedded within the Twinby app measured travel style across four dimensions: extroversion, openness to new experiences, planning preferences, and independence. The quiz assigned users one of eight traveler archetypes and calculated compatibility percentages with other participants. Results included match cards with partnership insights and specific MTS Travel destination recommendations. The campaign featured a prize pool of 100,000 rubles for matched pairs with 80%+ compatibility to book a romantic travel experience, incentivizing both app engagement and conversion to travel purchases.

Results

The МТС x Twinby travel compatibility test reached over 500,000 users with 215,000+ completed tests and 210,000+ compatibility matches performed. Users spent 20% more time within the Twinby application. The collaboration won a silver award in the Best Collaboration category at SM Awards 2025.