The Masked Singer digital marketing Наливайко Дарья
Category
Interactive projects
Nominations
Digital Campaigns
Company
NTV Broadcasting Company
Brand
The Masked Singer
Link
Task
The digital advertising campaign for the second season of the musical show “The Masked Singer” was focused on attracting a new audience and at the same time supporting the current interest in the project. In addition, we needed a targeted media strategy to confuse the fans of the show as to who is actually hiding under the masks of the participants
Ideas and solutions
We decided to use various activities on several platforms: a challenge using an AR mask of a participant of the show, a lot of creative contests in social networks, TikTok videos with the largest house of bloggers and much more. As a result, the show again became the best entertainment program on Russian television in 2021
