MOSKVA- TEKA Promotion of an Online Library of Popular TV Series Via an Interactive Map of Moscow About the Brand

MOSKVA- TEKA Promotion of an online library of popular TV series via an interactive map of Moscow About the Brand

Amediateka is one of the leading online VOD services in Russia. We offer popular TV series made by the leading studios, exclusive content and releases that come out simultaneously with the rest of the world.

In addition to TV series, we also have unique documentary shows and outstanding stand-ups. Context

Cinemas closed due to the COVID-19 pandemic and people had to stay at home. As a result, the share of users of online video platforms’ paid services has doubled in 2020*. We at Amediateka can conﬁrm that watching TV series is a great leisure activity! But how can we draw attention to our service in particular?

*According to TelecomDaily Context

Food and grocery delivery services have become incredibly popular in 2020*. Many cafes and restaurants were closed or had limited opening hours, and people voluntarily restricted themselves from moving around the city in order to avoid contracting the coronavirus.

*According to an article by RusBase Insight

We thought that people really enjoy being a part of their preferred fandom. So why don't we help the users feel like the characters of their favorite TV shows?

We thought it would be a great idea to place the audience inside their favorite TV series, but only ﬁguratively ... “Twin Idea Pikuzminki” “Twin Peaks”, Kuzminki

We have renamed 60 districts of Moscow to make them sound similar to popular TV series. So, for example, “Country of Love Kuzminki turned into “Twin Krasnoselsky”, Pikuzminki”, we also had: “War and "Lovecraft Country", Mitino”, “WestWorldDegunino”, etc. Krasnoselsky “Mildred We decided to help users who got Pirsavelovskaya” bored of self-isolation to feel a sense of "Mildred Pierce", belonging to their district and their Savyolovsky favorite TV series.

“Young Papaltufevsky” "The Young Pope", Altufevo Integration of the Samokat delivery service

But that's not all! For some areas on our map, we chose recipes, that is, dishes or drinks that have become iconic for corresponding TV series.

These recipes were: Game of Thrones’ Bean Soup, Ziti Pasta from The Sopranos, Rose Pizza from Billions, Mini Cupcakes from Sex and the City, the legendary cherry pie from Twin Peaks, Frozen Pizza like in Silicon Valley, a lemon pie from Desperate Housewives and a regular can of cola that the protagonist of The Young Pope can’t live without.

We were supported by the largest food delivery service Samokat that uses couriers on scooters. On the map of selected districts, we placed tiny couriers on scooters. By clicking on them, users could order pre-conﬁgured baskets with groceries for the aforementioned recipes. Also on the day of the project’s launch, all users of the Samokat app saw a new selection of products with "TV series’ recipes". Page of the Altufyevo district (dressed as The Young Pope TV series) from our Moskvateka promo site Project Objectives

1. Attract the TA’s attention to our project 2. Attract users to Amediateka 3. Inform the audience about the series shown on the interactive map of Moscow 4. Collaborate with another company to increase the project’s value in terms of user experience and gain additional media coverage The Target Audience

Men and women aged 25–40, living in Moscow and cities with the population 1M+ who love foreign TV series. Their interests include fashion, art, cinema and politics. They have a total income of over 70,000 rubles / month which allows them to purchase items of the premium category. Project Launch

We released publications about the project on the ofﬁcial pages of Amediateka on Instagram, VK, Facebook and Odnoklassniki, and also agreed on partner publications on the Samokat pages on the same platforms.

We used these channels because the target audience of our brand is quite active there. Project Launch

We organized paid posts in the VK group "Lentach" and the corresponding Telegram channel. The publications earned over 194,000 views. Why do we think our project is successful

Moskvateka attracted the attention of not only Moscow residents, but also residents of other large Russian cities, e.g. St. Petersburg, Yekaterinburg, Novosibirsk and Kazan. “Sopramenki” Ramenki, "The Sopranos" Several large Moscow district communities shared our project on their VK social pages:

“Dorogomilovo | ZAO" “How to Get Away with "Ochakovo-Matveevskoe | ZAO" MurderVostochny” "Ramenki | ZAO" “Devochakovo-Matveevskoe” Vostochny, "How to Get Away "Our Ramenki, put on a mask" Ochakovo-Matveevsky, "Girls" with Murder" "Golyanovo, put on a mask" "Vostochny | Yantarny | Balashikha | Put on a mask” “Ochakovo-Matveevskoye district, put on a mask”

This earned us 35,000+ additional views.

“Sex and the Big Golyanovo” “Howards Endorogomilovo” Golyanovo, "Sex and the City" Dorogomilovo, “Howards End” On the Amediateka website, we recorded an increase in views of the TV series which we mentioned in our Moskvateka promo project. Our pre-conﬁgured grocery baskets took the 5th place based on the number of interactions within the Samokat app!

In fact, Amediateka’s selection was viewed more than 28 million times and was featured among the most popular selections ever offered in the app since the service had begun operating in Moscow.