«Очередь» — вирусный запуск продаж специальной продукции

Главное о кейсе

3 700 000 views
15 000 Likes
64 media and social media publications

Бизнес-задача и ее решение

The aim of the video is to amplify the collaboration's media value and to inform digital audience that this collaboration products are not just available (which was already done by over brands), but available exactly in Pererkestok. So it is kind of about appropriating already existing media resources. 
The solution we found was to exaggerate the interest to the products in the video. So that a huge crowd gathered in front of Perekrestok to buy them. 
According to the script that is why reporter Alex Gud’ (Alexander’s Gudkov character) is trying to figure out the reason for such a line of customers. He starts interviewing the crowd in crazy-ish manner and introduces the viewers to the line, which is full of Internet memes, bright personalities and even the Game of Thrones characters and Boleslav Fresh (the character from Perekrestok marketing Universe created at the  «Courier Academy of Perekrestok»). At the end of the video he realizes that this is all about Pepsi and Crisps at the Perekrestok.

Прочая информация о кейсе

Viral mocumentary video created to promote the start of sales of limited collaboration products such as Pepsi Cola and Lay’s with BlackStar’s musicians. 

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