In 2021 Beeline, Russian mobile network operator, carried out a large-scale construction of a mobile network in the St. Petersburg's subway. On this occasion, they launched an interactive promotional campaign with interesting game mechanics. Beeline invited passengers to catch digital butterflies and collect them to win prizes. The more butterflies, the more valuable are the prizes. In real life the butterflies could be found on the subway stations as stickers and banners. Seeing a butterfly on advertising banners, passengers could add it to their collection by scanning a QR-code.
Illustrations
We've created illustrations and design for 25 butterflies. Each butterfly refers to a certain station and has its own character. Illustrations reflect the main features and the history of each station. For example, for the Pushkinskaya station, which commemorates the great Russian poet, we made a butterfly with his portrait, familiar to every Russia's resident.
Passengers could open an interactive subway map and read butterflies' names and descriptions after scanning QR code. There were also rare species to stir up the interest, as with any good game!
