VKontakte
Heroes of VK
- 950k
- VK Mini App entries
- 250k+
- Roblox entries
- 3
- tournament games
- #1
- RU Roblox tournament
The goal
Bring a young audience into the VK ecosystem, raise engagement and loyalty, and introduce users to VK products (NFT, Music, Stickers).
What we built
Developed 3 tournament games in Roblox with weekly prize draws, the largest Roblox tournament in Russia. Built a setting with VK mascots as Greek gods: hidden achievements, easter eggs, branded merch, original soundtracks and custom VFX. Marketing mix of relevant bloggers/streamers, VK & Telegram seedings, and ad portals inside other Roblox games. Integrated exclusive VK rewards (NFT, Music subscriptions, stickers).
The result
950,000 VK Mini App entries and 250,000+ entries to the Roblox game (still growing organically), plus significant added reach and measurable cross-product engagement with VK Music, NFT and stickers.
Roblox brand activations that outlive the campaign flight
The usual activation goes live, spikes for a week, and is a dead server by the time the wrap deck is circulated. That is a design failure, not a platform limit — and it is avoidable.
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