MegaFon brand zone “Turn on. Play” at VK FEST
Event highlights.
The Spark Behind It All.
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At one of the country’s brightest summer events — VK Fest — the iMARUSSIA! team launched MegaFon’s large-scale brand zone “Connect. Play”, blending the worlds of gaming, esports, and real-life experiences. The pavilion became the epicenter for all gaming fans and guests seeking thrills.
We didn’t just build an entertainment area — we created a whole universe for gamers. The “Connect. Play” concept unfolded as an open invitation into the world of esports — accessible to everyone, from hardcore fans to casual passersby. The brand zone embodied engagement — visually, emotionally, and through interaction. We focused on blending gaming into reality, where every guest felt part of something bigger. And all of it — under the MegaFon banner, as the leading guide into the digital future.
Project scope:
A Full Set of Entertainment.
Want even more? Not a problem.
Every part of the brand zone was designed for engagement. At the center — Dota 2 duels against VIRTUS.PRO players, letting guests experience real gameplay with pros. The space was filled with digital elements, chill zones with live broadcasts, immersive decor, and of course, chances to snap photos or get autographs from favorite players. This wasn’t just an activation — it was a personal experience for every guest.
Our team ensured flawless operation of all technical systems and comfort for all guests, including VIPs. From the first step into the space, guests knew — a special story was about to unfold.
The Project —
From Vision to Detail.
At the center of it all.
The brand zone became a true hub where something was always happening. Tournaments, contests, autograph sessions, spontaneous challenges, photo and video shoots — the program was rich and flexible. Guests didn’t just drop by — they stayed, and they came back. This was made possible by our precise onsite team: everything ran smoothly, on time, and without glitches.
Long after the festival ended, the brand zone lived on in guests’ memories and social media. We achieved the main goal — the emotions stayed. MegaFon didn’t just make an impression — it reinforced its status as a tech-savvy, progressive brand close to its audience. And for us, it was yet another confirmation: iMARUSSIA! knows how to take on bold, large-scale challenges — and turn them into vivid, living stories worth retelling again and again.
Emotions that become
part of the brand.
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