A joint campaign by ATB, GSC Game World, and Loyalty Games, dedicated to the game 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 won in two categories: Best European Short-Term Loyalty Initiative and Best Loyalty Partnership – Europe.
The European Loyalty Awards recognize the most successful European projects in the fields of loyalty programs, customer engagement, and partnership marketing initiatives.
The campaign combined S.T.A.L.K.E.R. 2 collectible cards, exclusive content in the ATB app, and a multimedia almanac. Preparation for the project took nine months, and its first print run of over 20,500 copies sold out in just four days.
Due to high demand, ATB increased the almanac’s initial print run fivefold. In total, shoppers were also offered over 11.6 million collectible cards: 7.5 million were sold in just the first month of the campaign, and the company subsequently released an additional 4.1 million limited-edition cards.
The campaign also delivered significant results across digital channels. Themed posts on social media garnered over 5.6 million views, and the ATB app attracted over one million new users. Additionally, due to high demand, the company released over 100,000 additional almanacs for customers who had placed advance orders.
Back in mid-July, the campaign—featuring the game development studio GSC Game World, owned by Maksym Krippa—was nominated in two categories at the European Loyalty Awards. At that time, a member of ATB’s board of directors summarized the project’s interim results and called it the most successful promotional campaign in the company’s history.