MASTER & MARGARITA. I WAS THERE

ClientGOOGLE
Category C07. Co-Creation & User Generated Content
TitleMASTER & MARGARITA. I WAS THERE
Product/ServiceGOOGLE BRAND
Entrant SLAVA Moscow, RUSSIA
Idea Creation SLAVA Moscow, RUSSIA
PR KETCHUM MOSCOW, RUSSIA
Production HYPE PRODUCTION Moscow, RUSSIA
Credits
Name Company Position
Anna Kirisyuk SLAVA Art Director
Anton Senatorov SLAVA Copywriter
Katy Konovalova SLAVA Client Service Director
Darya Shnipko SLAVA Senior Account Manager
Denis Lapshinov SLAVA Creative Director
Alexey Konoplev SLAVA Copywriter

The Campaign

In order to drive local relevance, Google Russia decided to take advantage of modern technologies and recreate the famous Bulgakov fantasy novel Master&Margarita for the digital age. Millions of fans could once again be transported to the Evil apartment or Satan’s ball of Bulgakov's famous novel. In the project 'Master and Margarita, I was there' No matter where in the world participants are – they all will meet in actual Bulgakov places and will feel the great “Master and Margarita” to the most.

Execution

AT STAGE 1 (AUG, 30 - OCT, 1) OF THE PROJECT WE ANNOUNCED A CASTING TO FIND READERS with an announcement video that used 360 YouTube technology showing celebrities reading extracts from the novel. Users were invited to the website to chat with characters from the book using bot technology. Having answered several questions with yes or no answers, users were transported to a place in the famous novel that corresponded to their answers. The users were given the corresponding extract to the book as material for their audition for a live online reading of Master and Margarita. The audition video was recorded and uploaded by users without leaving the site. AT STAGE 2 (NOV, 11 - 12) 530 PEOPLE FROM DIFFERENT PLACES IN RUSSIA AND BEYOND read the whole book “Master & Margarita” one after another during a 2-day live broadcast on YouTube.

1 500 messages sent to users by the chatbot. 2300 user generated video submissions - auditions for the live reading. 350 users selected for the online reading. 700 000 VIEWERS from 137 countries of the world. 7:20 MINUTES Average watchtime. Social Media Reach 42.5 million. PR publications 1137 articles / 5,6Billion impressions. 30% have “Google” is in the title. 27 Million media reach. 9pp uplift on indicator “Google Understands what matters to Russia” on exposed/unexposed group (vs 5%). 104 celebrities and bloggers participated in the project free of charge.

The Situation

The power of the idea was such that 3rd parties with huge PR power participated in the campaign free of charge. This was due to a combination of the social aspect of the idea and the unique way in which good technologies were used to involve a new audience in the iconic novel.

The Strategy

Local pride - Literature is a source of natural pride for Russians and is accessible to everyone. It’s a social cause - Reading is constantly decreasing. But this is something every Russian wants to improve in himself and those around him. It helps to break the perception That Google doesn’t understand Russian. In this way it was possible to reach the widest possible audience with the call to take part and or watch the live event.