The Race of Drones – a large-scale campaign of a new format, developed and implemented for M.Video. For the first time in Russia, we arranged a promo campaign based on an extreme drone-racing sport and built a unique racing track. The final race became the campaign culmination – it was held simultaneously online and offline. The competition was broadcast live with 12 cameras, 5 of which allowed to see the race through the pilots’ eyes. The project took the innovative approach and combined both online and offline tools, along with the usage of new technologies and participation of celebrities.

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