Together with Google we created a brand new edition of Leo Tolstoy’s masterpiece “Anna Karenina” using Google’s exclusive Hangout technology. An online version, narrated live from front cover to back cover by the Russian people.
More than 700 people from all over the world read Leo Tolstoy’s novel on-line on the Internet for 36 hours in a row…
It was an extraordinary event – a relay-race of storytelling, that unified the most disparate people through one extraordinary story: from the Russian President’s Press Secretary to opposition bloggers; from TV stars in Moscow to everyday workers in Russia’s remotest regions.
Here are some results:
Unprecedented PR Coverage in Russia – 5.4b of impressions (900+ articles in online and offline media, 55 radio spots and 78 TV spots). 6 prime time newsblocks about the project on the biggest Russian channel - First Channel, that covers 90% of population in Russia.
6M views of promo video
3M playbacks of livestream
20 000 followers and 4 mln impressions on Google+ page
4x surge in “Karenina” search queries during 2-day livestream
Creative directors VICTOR SOKOLOV, DENIS LAPSHINOV
Art director MICHAEL ZVEGINTSEV, SASHA EPERIN
Sr copywriter KATYA GANINA
Copywriter ARTUR DANIELYAN
Illustrator ANNA EGIDA
Account director KATYA KONOVALOVA
Account manager ANNA SYTINA
Account executive KSENIA LOBANCHIKOVA
|Hype production |
Director OLEG TROFIM
DOP ALEXANDER STAROSTIN, IVAN LEBEDEV
Producer JULIA SAMOILOVA
Illustrator CHARIS TSEVIS, JODY HEWJILL
SOCIAL MEDIA AGENCY