МТС Музыка: "Оцени это лето" - летние музыкальные итоги в Telegram mini-app

Objective

MTS Music, a Russian streaming service, launched an interactive summer music reflection campaign in 2025 targeting music listeners interested in personalized playlists. The platform experienced significant growth during the summer period with 54% more listeners compared to summer 2024, peaking in July with 33.6% of total summer plays. The campaign aimed to boost user engagement through gamified music personalization and drive subscription conversions.

Solution

A Telegram mini-app and chatbot developed by Brand Games enables users to rate summer moments (concerts, vacation, parties, music tracks) using interactive sliders. The system builds a mood profile based on user responses and generates a personalized playlist matching the mood profile. Users completing the experience receive a 30-day promotional code to activate or extend their MTS Music subscription. Additional features include replay functionality, social sharing of results, and automated reminders to activate the promotional code.

Results

MTS Music reported a 54% growth in unique listeners for summer 2025 compared to summer 2024, with July as the most active month representing 33.6% of engagement. Rapper Macan emerged as the season's most popular artist, and his collaboration with Basta, 'Let God be with your plans,' claimed the top track position.