With native mayo for native Ural
EZhK and FC Ural
We invited football fans to cheer “With native mayo for native Ural.” We created a video leading to a fan portal with football-themed activations where we engaged the audience, built excitement, and worked up a fierce appetite. We also organized offline initiatives during FC Ural matches. Offline activity produced the viral video “Dance of the bee and mayo.”
Over 2 million video views
9,118 unique site visitors
1,387 participants