Вкусно и точка х Hello Kitty: "Аниме‑генератор" - чат-бот с генерацией портретов

Objective

Vkusno & Tochka partnered with Hello Kitty to promote a limited-edition seasonal menu featuring a pink burger, chicken snacks, and branded ice cream dessert. Targeting young consumers influenced by Asian pop culture, the campaign aimed to position the product line as an escape into the magical world of Hello Kitty and her friends, capturing market attention during summer 2025 through anime-inspired branding and digital engagement.

Solution

The campaign combined multiple activation channels: interactive TV and digital video content where viewers choose which product the main character tries, unlocking themed worlds; a VKontakte chatbot that generates anime-style portraits from user-submitted photos when users enter a codeword, with results shareable via the #яркоиточка hashtag for raffle participation; branded taxi installations featuring oversized pink burgers in Moscow and St. Petersburg; in-store decorations and themed packaging across all locations; and digital out-of-home (DOOH) billboards nationwide.

Results

Not published.