For the second consecutive year, S7 Airlines, celebrating the birthday of the S7 Priority bonus program, gives passengers the opportunity to win 1,000,000 miles. The main task was to make the competition for a valuable prize in the way that no one had any doubts that the drawing was going on fairly, and it would be interesting to follow it. The event was held in an immersive format where people traveled to different locations - countries and, as a result, received a five-digit ID of one of the participants of the bonus program who received the coveted million miles. There were only 100 people at the event, and millions of people watched the drawing live.

10 days before the show on the Internet, there were cryptic messages from a cybernetic mask character who told about the details of the event and invited to watch the show. The event itself was broadcast in instagram, Facebook and VK and on the company's website, the visitor could watch the stream of any of the pages. During the stream people could see promotional codes on the walls of the site and use them when buying tickets and get a discount, this fact encouraged users to watch the stream till the end. Also bloggers and influencers were invited to the event, who shared content in their social networks and drawing of tickets to attend the event has been organized a few days before the event.

The user registers in the loyalty program, he / she is assigned a unique ID code. After that at a specially organized event, the invited guests themselves determine the numbers from which the ID code was formed. Guests of the Night Flight Show went on an exciting journey. In Bangkok they were blessed by a real Buddhist monk, and a hand-picked monkey pulled out a lucky number. In Barcelona, guests wearing headphones, fell on a real rave. In Tokyo, they visited the tattoo studio and pulled out the number with the help of Pikachu. In Gorno-Altaisk, the number was obtained with the help of a real shaman who called on the Spirit of Altai. And in Berlin the guests voted for the participants in the dance battle.

After the event, many media wrote about it and shared videos.

Invited bloggers shared content and got people involved in brand services.