Description

beeline has been speaking the same language as gamers for years — an audience that doesn't respond to standard advertising. In 2024, ComNews Research named us the safest mobile operator. And we needed to make sure gamers recognized it too.

Challenge:
We knew the main challenge was to engage gamers in cyber safety by creating both entertaining and educational content. So when we heard the first rumors about the upcoming Minecraft movie, we knew this was our chance.

Solution:
2025 was the year of Minecraft madness. beeline decided to use this hype to remind fans about cyber safety in a way no one had done before!

Introducing: "Scambusters".This is a unique detective game with AI integration that teaches gamers how not to become victims of phone scammers.
We built Scamcity with 800 NPC-residents. Each one of them got scammed, and players had to find the scammer by learning one of 100 real schemes.

The main feature? You could talk to any NPC. Because we brought ALL CHARACTERS to life with AI, even before the big game studios did.

At first, players were just learning about scams, but soon they were chatting about anything — from coding and memes or even asked for the perfect okroshka soup recipe.

Streamers were flooded with questions from their viewers and passed them to the AI — turning the game into a live show.

Players also caught scammers using boosters based on beeline’s service "my safety", learned more about safe digital tools, searched for Easter eggs and hidden promo codes around the city, made Minecraft-style AI avatars — and won real prizes from beeline.

We even brought players from other fan-made Minecraft servers by sending a few "escaped scammers" into their worlds. Whoever caught them was invited to join the official Scambusters on our server.

As a result, we rode the Minecraft hype wave and helped gamers think about cyber safety!

>7 000 players
>100 000 catched scammers
>200 000 dialoges
25 min — average playtime
>18 000 000 – projects coverage

Credits

Brand: beeline
Yana Chupina — Director of Media Planning Department
Sergey Sverzhinsky — Director of Strategic Marketing Directorate
Elena Beteleva — Head of Integrated Marketing Communications Department
Ksenia Ksenofontova — Account Manager
Lyubov Novikova — Branded Products Manager

Agency: RORE (Brand Experience Practice):
Ivan Shavrov — Managing Director of Brand Experience Practice
Dmitry Gurko — Digital Production Director
Anastasia Tyukhanova — Senior Project Manager
Olga Golubina — Head of Special Projects Development Group
Elizaveta Mozhova — Senior Client Relations Manager
Eva-Maria Kuzina — Client Relations Manager
Anna Dyomina — Creative Director
Vlad Teneshev — Senior Copywriter
Ilya Ilyaskin — Senior Art Director
Alexey Rogov — Senior Art Director
Mirela Lonchar — Junior Copywriter
Maria Nguyen — Junior Designer
Elena Nikolyuk — Senior Operations Manager
Tatyana Khudyakova — Influencer Marketing Project Manager
Victoria Koretskaya — Influencer Marketing Manager
Alina Agafonova — Head of Strategic Planning
Kamila Myrsabekova — Media Strategist
Maya Rusanova — Business Media Lead
Anastasia Mishanina — Media Account Director
Elena Evdokimova — Head of Media Planning Group
Tatyana Starkova — Digital Manager
Darya Bryantseva — Senior Manager of Digital Media Planning and Advertising Procurement