Rambler and "Fabrika zvezd 7" (Fame Academy)

Message: Rambler – your chance to become a star!

Target audience: young people of age 18-25, interested in music

Goals and objectives:

— Rambler brand and services of Rambler Vision, Audio.Rambler.ru, Planeta.Rambler.ru promotion

— Increase of users number.

— Establish relations with music sphere.

— Develop Rambler social context in user’s live.

— Use of strong brand for audience loyalty improvement.

 

Concept:

Due to Rambler integration into incredibly popular format of "Fabdika zvezd" program there were established relations between Rambler and music sphere and therefore target audience multiplied and included younger people (traditional Rambler audience was people 25+, after the project realization many young users turned to Rambler).

Special site www.fabrika.rambler.ru, The content of the site was based on exclusive news, photo, video and audio events and personal blogs of the show participants. Rambler together with the show “Fabrika zvezd” announced unprecedented action – ticket for “Fabrika zvezd” show: the users select the best person among the represented video files and the person is invited to appear at the stage in the Star house.

All TV integrations were special due to classified advertisement, announced by Yana Churikova. The advertisements were attached to certain information event (announcement of the site www.fabrika.rambler.ru start, online master-classes at the Star house, participants' blogs, action ticket for “Fabrika zvezd” show).

Results:

— more than 1.4 million site visitors for the period September-December 2007

— more than 500 clips took part in the action “ticket for “Fabrika zvezd” show

— successful promotion of the most impressive participants of the action, including the ones from the former Soviet Union countries and the U.S.

— the site www.fabrika.rambler.ru has active visitors after the project (auction of personal things of the show participants, regular blogs of participants and action winners, fan-zones created by site users)

— Rambler acquired image of functional and useful site among the customers. Thanks to Rambler the young people can self-actualize!