It’s impossible to show a brand on Russian television without paying. At the current moment sponsorship and integration is placement in fact. We broke the stereotype and developed a different approach by creating a single legend for a telecommunication brand with the ‘Transformers’ movie.Before the third part of ‘Transformers’ has been released, MTS Red Quest users began to prepare for the premiere of the movie. Users have been in fight against machines madness in offline and online modes. They paved the way for victory in the Transformers movie. And after that, users took part in a unique TV show on one of the main TV channels of the country called NTV. In this show, Transformers and MTS were not explicitly stated, but only through a single visual line with the previous events and a single goal: how players cope with the mad machines, and stop the TV show.

A campaign by a telecommunications brand, created by the rules of cinema, where each participant is the author and the hero of the show in 4 dimensions - social networks, TV, city and cinema.

During the whole campaign, the participants of the project kept switching to MTS, leaving behind other carriers. They were also activating unlimited options and other useful services to be able to use all possible mobile means for finding Decepticons. All weapons of the seekers were always there with them, and it was only thanks to the help of MTS that they managed to win.

The goal was to increase ARPU for youth audience through a more active use of the mobile carrier's services - calls, texts and mobile internet traffic.A cross media adventure that builds upon the basic principles of cinema production, lasting for 5 months (April - August) -users, having united their forces with their friends, city and country, were helping Transformers to save the World from crazy gadgets and Decepticons.

Every young Russian became part of the Transformers' legend. The winners went to Cape Canaveral where Sparks of the Decepticons were collected and sent to Space.The chronicle of the battle in figures:-2.6m participants of the project-209 Russian cities -1m active players-26,000 units of content created by users-1,245,000 installs of the app on Vkontakte-77% of players will switch to MTS-54% increase of loyalty to the brand-20% rise of net traffic in the youth segment-40% increase of revenue from subscribers - participants of Red Quest-In total, 12% increase in the youth segment in the country, compared to last year.