M.PRAZDNIK
Reading time ≈ 3 minutes
game visits
197 000
M.VIDEO
client
year
2022-23
agency
Mosaic
Promo Codes
Sound Design
Personal Account
NPC Characters
Prize Giveaways
Moderation
Development
Creative Idea
project
/ project
M.Video is one of Russia’s leading retail brands and a true household name. Together with the MOSAIC agency, we launched the brand’s first virtual showroom in Roblox.
Objective
/ Objective
/ Increase awareness of the brand among younger audiences in a highly competitive environment
/ Create a unique and engaging brand experience for children
/ Maintain consistent in-game activity
/ Create a unique and engaging brand experience for children
/ Maintain consistent in-game activity
What We Did
/ Process
Working with the agency and the brand was a pleasure. By late 2022, launching a full-scale activation in Roblox was a bold and unconventional step in digital advertising. Although children were not the brand’s core audience, M.Video has always emphasized the importance of engaging with the next generation.
For the holidays, we built a large winter village inspired by fairy tales and the festive season. Across the map, players could collect virtual currency — M.ubls — to earn points and exchange them for random prizes: in-game bonuses or real M.Video promo codes. The location featured an ice rink with a branded jingle, Santa’s residence for catching gifts, a festive square with a Christmas tree, gingerbread houses, and secret areas packed with collectibles.
The game included a mini-game — a timed item collection challenge — where the most active players received prizes.
The brand supported the launch with an extensive PR campaign, and top tech and business media featured headlines like “The first showroom in Russia’s metaverse.” This generated over 64 million impressions. The project’s strong performance inspired the team to develop a New Year activation.
The brand supported the launch with an extensive PR campaign, and top tech and business media featured headlines like “The first showroom in Russia’s metaverse.” This generated over 64 million impressions. The project’s strong performance inspired the team to develop a New Year activation.
One of the key challenges was maintaining the correct visual scale of the store relative to Roblox avatars. To achieve this, we worked closely with real architectural plans, photos, and brand specifications. Inside, the product layout matched the real store’s, and all interface colors, UI elements, and promo materials followed the brand book precisely.
Together with the MOSAIC team, we developed a concept for the virtual store based on the brand’s flagship retail location in a Moscow shopping mall. We recreated it in Roblox as accurately as possible — from exterior and interior design to ergonomics and staff interactions (even through NPCs).
In collaboration with MOSAIC
Results
/ Gallery
/ By the Numbers
PROMOTIONAL REACH
64+ mln
VISITS TO THE GAME
197К+
MAU/DAU Ratio
9
awards
Project in Roblox
cases
/ cases
Other
7
MAU/DAU Ratio
197К+
visits to the game
64М+
promotional reach
Russia's first showroom in Roblox, New Year's promotion: a points-based loyalty card raffle
m.holiday
m.video
all cases
11
MAU/DAU Ratio
29К
visits to the game
700К
promotional reach
Promothing children's water using new communication channels
slavdaland
SLAVDA
12
MAU/DAU Ratio
300К+
visits to the game
2+ mln
promotional reach
Promotion of the shop's seasonal goods and loyalty programme, as well as a drawing of game and real bonuses.
mangoworld
vkusvill
11
MAU/DAU Ratio
10К
visits to the game
1,2+ mln
promotional reach
Resort integration was organised in honour of the decade of the Sochi Olympics. A chance to win a holiday in a real resort complex.
rosa khutor
interros
6
MAU/DAU Ratio
1,2+ mln
visits to the game
5+ mln
promotional reach
Promoting children's subscriptions.
Using new communication channels.
Using new communication channels.
Jun Park
МТs
in partnership with с MOSAIC
11
MAU/DAU Ratio
1,1+ mln
visits to the game
3+ mln
promotional reach
Integrating the world of the animated series into Roblox, running raffles and UGC content
turbosaurs
turbosaurs
7 mins
AVG Playtime
2,6+ mln
visits to the game
13+ mln
promotional reach
Promotion of the brand’s products to the target audience in Roblox, giveaways, story-driven experiences, and UGC content
ACTICITY
ACTIMUNO
8 mins
AVG Playtime
900К+
visits to the game
3+ mln
promotional reach
Promotion of a new youth-focused tariff: creation of a branded space, promo campaign, prize giveaways, and UGC content
MTS Real Town
мТs
WIP
AVG Playtime
WIP
visits to the game
WIP
promotional reach
Development and promotion of a unique space featuring the brand’s new heroes, prize giveaways, and UGC content
Planet of the Rastisaurs
Rastishka
4
MAU/DAU Ratio
7+ mln
visits to the game
50+ mln
promotional reach
Integration of the brand's flagship shop into Roblox, seasonal updates, giveaways, concerts and UGC content.
AUchan City
auchan,russia
7 mins
AVG Playtime
2,6+ mln
visits to the game
13+ mln
promotional reach
Promotion of the brand’s products to the target audience in Roblox, giveaways, story-driven experiences, and UGC content
ACTICITY
ACTIMUNO
8 mins
AVG Playtime
900К+
visits to the game
3+ mln
promotional reach
Promotion of a new youth-focused tariff: creation of a branded space, promo campaign, prize giveaways, and UGC content
MTS Real Town
MTS
WIP
AVG Playtime
WIP
visits to the game
WIP
promotional reach
Development and promotion of a unique space featuring the brand’s new heroes, prize giveaways, and UGC content
Planet of the Rastisaurs
Rastishka
4
MAU/DAU Ratio
7+ mln
visits to the game
50+ mln
promotional reach
Integration of the brand's flagship shop into Roblox, seasonal updates, giveaways, concerts and UGC content.
AUchan City
auchan,russia
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solving brand marketing challenges
using Roblox
using Roblox
