АнлимСити от Билайн

Главное о кейсе

1. 34% people got information from the external communication (ATL, YouTube, banners, pre-roll) during the whole time of promotion.*
2. After visiting UnlimCity 37% of potential users would prefer to use the tariff plan ‘Unlim’ and Beeline. It is based on recruiting interviews.*
3. UnlimCity was the most interesting and frequented location on festivals after main stages (82% of interviewers mentioned this location).*
4. Interactive game on Beeline site is in TOP-5 of the most unforgettable brand activities, its score 4.7.
5. Website visits — 305 051.
6. PR&Media Reach — 221 985 193.
7. CPP offline — 290 rubles.

*Performance Evaluation Research, by Magram Market Research, October 2019.

Бизнес-задача и ее решение

Aim:

Involve festival audience in long-term online and offline communication with brand in order to deflect user’s attention from other companies’ offers and promote a tariff plan Unlim.

Solution:

UnlimCity is a unique gamification phygital-project used a general plot for online and offline game.

Native form was used for providing the tariff plan, offers from partner companies and Beeline values on online-platform. Also every gamer had opportunity to make a personal game-profile and earned in-game money — Beecoin.

During the summer ‘Unlimcity’ appeared on festivals in Russia and became more and more from city to city. This adaptation allowed customers to get unique experience from the festival. As for company’s aim, this feature helped us to involve in communication with Beeline in 8 festivals in 6 different cities of Russia.

Offline and online is closely connected — results of completing missions influence online and offline, that’s why gamers had motivation and communicated with the brand for a long time.

Прочая информация о кейсе

UnlimCity — mobile capital of festivals. The gaming platform is based in online and offline realities with overall plot. Become a citizen, who always is a participant of real and digital game.

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