Пятница! х Облако Mail: Фестиваль в метавселенной Roblox

Objective

For its 10th anniversary, Pyatnitsa!, a Russian TV channel, created a branded festival hub in Roblox to engage younger audiences and reinforce brand values of travel, food, and love. The campaign served as a testing ground for advertising integrations within immersive metaverse experiences, capitalizing on Roblox as a social gathering space for the target demographic.

Solution

Players discovered portal balloons featuring the panda mascot Friyay placed in five major Roblox worlds, which teleported them to the festival venue. The experience featured four activity zones tied to popular Pyatnitsa! shows: a confectionery arcade mini-game, Ievlev's Kitchen cooking station, Smarter Than All quiz competition, and virtual dressing room from the Four Weddings show. Users earned coins through activities and performance, which could be exchanged for real-world prizes via in-game interface. A festival stage concert provided a social gathering point. Internal banners and activity schedules encouraged repeat participation and sustained engagement.

Results

The campaign achieved 40 million portal impressions, 100,000 portal click-throughs, 150,000 unique visitors to the festival location, and 12,000 total gameplay hours.