Первый в истории файтинг в реальном времени на телевидении

Главное о кейсе

We went omnichannel and chose three very different media: TV broadcast, online stream in social media and outdoor screens in 4 cities. These platforms were chosen to reach the maximum target audience. 8 million reach, 20k unique hashtags in 7 hours, 500k online stream views

Бизнес-задача и ее решение

To draw attention to the newseason of Heads and tails travel show on Friday! TV channel. Heads and tails is the most popular travel show in Russia. Nastya Ivleeva and Andrey Bednyakov are the two most popular and loved hosts in the history of the show. New-season was named IVLEEVA VS BEDNYAKOV. So we made it literal. And let the audience decide who will win this fight.

Прочая информация о кейсе

TO PROMOTE NEW SEASON OF HEADS AND TALES «Ивлеева vs Бедянков»
WE MADE FIRST-EVER REAL-TIME FIGHTING GAME ON THREE SCREENS AT ONCE: ON AIR, BILBORDS AND ONLINE STREAM IN VK.COM. Users suppose to write hashtags with the names of tv hosts #forIvleeva or #forBednyakov on their personal pages in VK (the most popular social network in Russia). Everyone who writes a hashtag can see its name and avatar in TV stream, outdoor and online stream at once! And affect the game. To bring this idea to life, we created a technology that lets as stream any graphic content instantly on TV, social network and outdoor screens in 4 different cities.