Ёлки 12 х Одноклассники: "Объединяющий шарф" - вязальный mini-app в OK к премьере фильма

Objective

Yolki 12 is a Russian holiday comedy franchise film (release: December 2025) centering on kindness and miracles. The campaign aimed to promote the film's premiere by creating an engaging, shareable digital experience on Odnoklassniki (a major Russian social network) that aligned with the film's themes of small acts of kindness and collective moments.

Solution

Brand Games developed an interactive mini-app called 'United Scarf' (Объединяющий шарф) within the Odnoklassniki platform. Players created virtual 10-centimeter scarf rows using a constructor offering 15 colors and 13 knitting patterns. Each completed row was added to a collective, community-owned scarf with the creator's name displayed. Special branded rows from Odnoklassniki and the film team appeared at the top. The platform featured dynamic loading to handle traffic volume and tracked total scarf length as it grew.

Results

All participants received credits in the upcoming Yolki 13 film. Top contributors were entered into a prize drawing. Specific participant numbers and total scarf length were not published.