The campaign by ATB, GSC Game World, and Loyalty Games, based on S.T.A.L.K.E.R. 2: Heart of Chornobyl, won two European Loyalty Awards. ATB announced this on its social media channels.
The project was recognized in the categories of Best European Short-Term Loyalty Initiative and Best Loyalty Partnership – Europe. Each year, the European Loyalty Awards recognize the best European initiatives in the fields of loyalty programs, audience engagement, and partnership projects.
The promotional campaign combined several formats of customer engagement. It was based on collectible cards inspired by S.T.A.L.K.E.R. 2, special content in the ATB app, and a printed almanac. The campaign was a joint effort by GSC Game World—owned by Maksym Krippa—ATB, and Loyalty Games.
Preparing the project took nine months. Shortly after the launch, it became clear that audience interest far exceeded the organizers’ expectations: shoppers snapped up the first batch of over 20,500 almanacs in just four days. Due to this demand, the initial print run had to be increased fivefold. Separately, ATB released over 100,000 additional copies for customers who had pre-ordered them.
The story with the collectible cards turned out to be no less impressive. In total, over 11.6 million cards were issued as part of the campaign. In just the first month, shoppers received 7.5 million cards, after which ATB printed an additional 4.1 million copies of the limited edition series.
The promotion wasn’t limited to an offline audience. Posts about the campaign on social media garnered a total of over 5.6 million views, while the ATB app gained more than a million new users.
Back in July, the campaign was nominated in two categories at the European Loyalty Awards. At that time, a representative of ATB’s board of directors discussed the project’s results and called it the most successful promotional campaign in the company’s history.