CHEER FOR ZENIT WITH YANDEX.TAXI
FIELD: PR CAMPAIGN / BRAND INTEGRATION
A set of online and offline events, a joint promotion of Yandex.Taxi and Zenit. Anyone could take a selfie in a fan-made AR mask and put in their story with the hashtag
#yandextaksizenit. 10 winners selected by the randomizer received prizes, including invitations to the main match of the season Zenit - Spartak, a tour to the Gazprom Arena Stadium and an autograph session of players. A branded bus ran through the main squares of St. Petersburg, the event team made direct video connections for social networks. Any passerby could take a selfie in the background of the car, put it on social networks with the hashtag # YandexTaxiZENIT and receive a gift. On the day of the match, a branded bus stood in front of Gazprom Arena Stadium, inside of which there was a photo booth where all the fans could take an instant photo with Yandex.Taxi and Zenit branding and get a souvenir.
The action was attended by over 700 people.