МТС Fog Play
Promotion for MTS Fog Play through gameplay, first-hand product experience, and a scaled network of gaming creators.
placements
views
involved
About the project
Objective, approach, and result
Challenge. MTS Fog Play needed to communicate the value of cloud gaming through a clear user experience rather than an abstract technology message. The programme also required broad reach and a structure that could scale across many channels.
Approach. We selected gaming creators whose formats could demonstrate the service in action, including CheZee, LukassKane, Dizoff, Timonqi, Waka, Amytrip, Joe Speen, DeaDem, and other channels. Gameplay, first-hand setup experience, and ease of use became the core of each integration.
Execution. ETC AGENCY developed the influencer strategy and media plan, prepared briefs and narrative guardrails, coordinated placements, reviewed content quality and brief compliance, and managed ad labelling, documentation, and reporting.
Result. Across 2025–2026, the campaign delivered 50 placements from 49 creators and generated 20 million views. The broad gaming roster provided scale, while product demonstrations made a technical service understandable through real use.
What we did
ETC AGENCY implemented an influencer marketing campaign for MTS Fog Play to promote the cloud gaming service among a gaming audience. The main objective was to convey the product's value and attract a new audience through native advertising with bloggers.
We acted as an influencer media buying partner for the project, developing a reach campaign strategy with a focus on performance metrics. We selected relevant influencers from the gaming niche and implemented native integrations with a focus on gameplay and real user experience.
- We developed an influencer marketing strategy for the service launch.
- We selected relevant bloggers from the gaming niche.
- We implemented native integrations with gameplay demonstrations.
- We focused on user experience and ease of use.
- We ensured scalability through reach placements.
- We monitored content quality and ensured compliance with the brief.
- We coordinated placements and managed operational processes.
