Mumiy Troll 2.0

Having teamed up with the famous Russian band Mumiy Troll, we turned a regular promo into an exciting quest, where you had to find a new track of the band using Google services. In search of the right answers, the participants traveled through various services, simultaneously discovering new facets of the musicians' creativity and new opportunities of Google.

Mumiy Troll is not just a symbol of the era. It is the voice of a generation that is being heard again. Together with the band, we came up with an interactive quest in which each participant could find hidden stories from the band's biography using only Google services. In this way, we showed how technology can be not only useful, but also a real adventure.

Hidden links, secret archives, geo-tags on maps and even search query features — our quest was a test of wits and an introduction to the Google ecosystem all rolled into one. More than 600,000 people took part, exploring the brand's services to uncover the history of one of Russia's most beloved bands.

In addition, we also shot a new video for the band for the track “Pirate Copies”.

384 million media contacts, 1.4 million website visits, 600k quest participants.