Promotions with a Russian Twist: The Most Ambitious Promo-Projects in Russia

The crisis affecting the Russian advertising market has had an impact on all segments, including the event industry. Despite advertisers reducing their marketing budgets, there is still a notable investment being made in certain promotional activities. Specifically, branding festivals, exhibitions, and parties have emerged as popular choices that attract a significant number of attendees.

Over the past few years, fashion events hosted by renowned brands have witnessed a remarkable transformation. These events have transcended their humble origins and have become eagerly awaited spectacles. The driving force behind this phenomenon is quite straightforward – brands have shifted their focus towards promotional activities and are vying with their competitors to capture the attention of consumers. They entice attendees by providing opportunities to experience cutting-edge technologies, become part of the elite society, or even surpass their personal running records.

Jameson Block Party

One notable example of such an event is the Jameson Block Party.

The Jameson Block Party, organized by Pernod Ricard Company, the importer of Jameson whiskey in Russia, draws its inspiration from the lively American festivals of the 1970s, particularly those held in Brooklyn. This event features closed streets, barbecues, music, and, of course, potent beverages.

The Jameson Block Party has gained immense popularity in Moscow, St. Petersburg, and other cities across Russia, consistently attracting thousands of enthusiastic participants year after year. However, attending the event is not open to everyone. Participation is based on a registration process, followed by a selection conducted by the organizers.

The Block Party incorporates unique elements that captivate a large number of consumers vying to secure a spot on the guest list. One notable feature is the utilization of a special currency called Jamesonodollars, which attendees can use to engage in bidding activities. The ambiance is further elevated through the inclusion of cards, shell games, and traditional boxing matches following the “Olympic system.”

This year, the party successfully took place in Moscow, Minsk, and Yekaterinburg. The organizers brought renowned headliners to each location: Roman Litvinov (MUJUICE), a popular electronic artist, performed in Minsk; Action Bronson rocked the stage in Moscow, and Tesla Boy enthralled the audience in Yekaterinburg.

Red Bull Flugtag

Now, let’s move on to another exciting event: Red Bull Flugtag.

Every summer, Russians eagerly anticipate the highly anticipated annual air show, Red Bull Flugtag. This championship, sponsored by Red Bull since 1991, features multiple teams attempting to fly homemade, human-powered flying machines. Each project is evaluated based on design creativity, the originality of the performance, and the distance covered during flight.

In Russia, the show has been held for four years, and the number of participants continues to grow with each passing year. The most recent Red Bull Flugtag took place on July 26th. The Strogino beach served as the venue, attracting 39 teams, while the number of applications for participation surpassed 2000! A staggering 72,000 spectators gathered to witness the exhilarating event.

This remarkable fashion narrative epitomizes the slogan “Red Bull gives you wings” and embodies the brand’s original concept. Thousands of individuals assemble in one location to experience an infusion of positive energy and witness a spectacular spectacle. The event is open to anyone, encouraging participation and attendance from all.

In a notable collaboration this year, the show partnered with MINI, an automotive enthusiast’s delight. The brand’s objectives included crafting stylish stand structures and organizing engaging activities for the show’s attendees, complementing the overall experience.

At the MINI stand, visitors were treated to a delightful MINI BAR zone, where a skilled bartender served refreshing cold coffee to guests. Additionally, the Lifestyle Boutique zone provided an opportunity for visitors to purchase fashionable clothing and accessories from the MINI brand. However, the highlight of the stand was undoubtedly the new MINI John Cooper Works, capturing the attention and fascination of almost every visitor in attendance.

Tuborg Greenfest

Greenfest has established itself as one of the premier music festivals in Russia, attracting a massive audience from all corners of the country. With its inception a decade ago, this year marked a milestone anniversary for Greenfest, celebrated in grand style in the vibrant city of St. Petersburg. The festival showcased an extraordinary lineup of renowned musicians from around the world, headlined by the iconic British band Muse, the talented Finnish group Poets of the Fall, and the enigmatic electronic ensemble GusGus, hailing from the captivating land of Iceland.

Tuborg Greenfest prioritizes the organization of stellar performances by renowned headliners and ensures top-notch sound quality, which they consistently deliver year after year. Their extensive promotional campaign, including ticket distribution, creates anticipation and drives sales months in advance of the event. With active branding throughout all elements and attributes of the festival, each participant experiences a strong sense of belonging to this extraordinary musical gathering.

Lexus Hybrid Art

Now, let’s move on to Lexus Hybrid Art.

Another prominent event is Lexus Hybrid Art, an annual exhibition showcasing hybrid art. For six consecutive years, Lexus has been organizing exhibitions that bring together renowned artists from various Biennales and incorporate cutting-edge technologies of the future found in Lexus cars.

The Lexus Hybrid Art Exhibition has been held in Moscow since 2010. Over the past two years, the number of spectators has more than doubled, reaching 60,000. This remarkable growth in attendance can be attributed to the exhibition’s grand vision of tomorrow’s world. Lexus provides visitors with a “hybrid” perspective on a new era, fostering a significant dialogue about the future.

The concept of introducing a new art direction is inherently impressive. Interactivity stands as one of the most influential modes of communication, as engaging with the exhibition’s objects leaves a lasting impression on people’s minds. Each year, the organizers diligently observe trends and meticulously plan every aspect. Notably, there is a lack of intrusive brand advertising.

Alfa Future People

Alfa Future People is a festival organized by Alfa-Bank that brings together electronic music, technology, and sports. This year, the festival took place in Nizhny Novgorod and offered a multitude of exciting experiences for the audience. Attendees enjoyed performances by popular electronic music artists, interactive attractions, the latest gadgets, cars, and sports activities. The festival attracted approximately 25,000 visitors.

Supported by MasterCard, AFP continued its tradition of creating a cashless environment, where contactless payment systems became the norm for participants. Each festival-goer received a special bracelet equipped with Alfa Bank’s contactless cards – MasterCard PayPass, which served as both a pass and a convenient payment method.

Lenovo VibeFest

Lenovo VibeFest is a unique festival that combines music and high technology. It originated in St. Petersburg, traveled to five cities across Russia, and culminated in Moscow. This summer, the festival featured an exciting lineup of headliners, including the popular Russian band IOWA, Skye Edwards, the soloist of the cult British band Morcheeba, the legendary Latvian group Brainstorm, and the incredible emerging talent “My Michelle,” among many others.

VIBE-wave brought a plethora of engaging experiences to every city, ranging from interactive installations and video games on Lenovo devices to exhibitions showcasing scientific achievements. Attendees were also treated to captivating demonstrations of skills by skaters, skateboarders, and BMX bikers, as well as invigorating outdoor yoga sessions. At each festival, the organizers of Lenovo Vibe ensured the presence of a dedicated pavilion, where the much-anticipated premiere of the camera phone Lenovo Vibe Shot took place.

We Run Moscow / NIKE

The NiKE “We Run” 10-kilometer race is a highly significant event for runners nationwide, spanning across Russia. This year, it took place on September 13 at Moscow’s Exhibition of Economic Achievements, marking a memorable occasion. The participants of We Run Moscow were granted the motivational presence of Allyson Felix, a renowned American sprinter and one of the world’s most accomplished athletes.

The inaugural We Run Moscow race occurred in 2010, and since then, running has evolved from a trendy pastime to a genuine way of life for countless participants.

The culmination of the brand’s “Find your speed” summer campaign was marked by the We Run Moscow race. Throughout the summer, runners from across the globe diligently honed their speed through a specially designed program. This training program, available on the brand’s website, empowered both Nike+ running club members and individual runners to enhance their performance.

To showcase their speed accomplishments, participants engaged in the Nike Mile series of races held in Moscow during August. The swiftest runners, crossing the finish line first, earned the privilege of starting the We Run Moscow race on September 13 at the forefront. This coveted position allowed them to secure their personal bests and strive for new achievements.

The WE RUN mass races aim to promote sports through a well-executed PR campaign, utilizing mobile applications to aid individual race preparation. The involvement of professional athletes, such as American sprinter Alyson Felix, provided added motivation for participants. For many, merely taking part in such a challenging race is an achievement, leading to widespread coverage on social networks as thousands of people shared their results. Once again, NIKE lives up to its slogan – Just Do It.

Megafon Live

MegaFon, the Russian mobile operator, bridges geographical gaps using modern technologies and concerts. In 10 cities across Russia, festivals are organized, featuring renowned rock musicians. Under the slogan “Close cities. Close people,” the brand brings cities together through seamless communication and simultaneous video broadcasts from various locations.

During these captivating musical performances, MegaFon provides spectators with the unique opportunity to vote for their favorite song in real time. At the conclusion of the concert, the song that receives fewer votes is performed by both musicians and the audiences from two different cities, fostering a sense of unity and connection.

The concept of musical teleconferences and virtual duets is an innovative idea brought to life by a mobile communications company. Notably, they have selected prominent venues for these events, attracting a large number of attendees with free entry and performances by renowned rock bands. The concerts create a remarkable atmosphere that will be remembered by participants for years to come.

Source: sostav.ru