During last few years the target MTS audience and its media consumption have changed a lot. MTS young audience has become very choosy about the content, it doesn't watch TV, "lives" online - frequently "mobile only". It spends all the time in social networks so MTS decided to offer something special for those young consumers.

We faced the challenge to tell young audience that spend most of the time in the Internet about new MTS special tariff with unlimited traffic to social networks and messengers «Smart Bezlimitishche».

Within two weeks, top bloggers made a series of live-streams from hidden places of one of the Russian cities. The main challenge that faced audience was to guess the city and the place of broadcast, to find a blogger and personally take away the main prize - iPhone 7.

For online-audience who was guessing the place of broadcast in the comments, there were also held lottery prizes, games and Q & A with bloggers.