In collaboration with DobroFON, we created Russia’s first large-scale gamified ecosystem for doing good — one that was easy, clear, and fun to take part in.
Our integrated campaign brought together the brand, top Russian athletes, and millions of their fans to support dozens of charitable foundations.
The project included a digital hub, a Telegram bot with a mini app, offline events, and a comedy series in mockumentary style (similar to The Office).
DobroFON hadn’t had a major project in a long time, engagement was low, and users saw charity as a one-off act. Together with DobroFON, we asked ourselves: how can we make a new charity project interesting, memorable, and simple at the same time? That’s how Good Corporation was born.
As part of the project, we built an online ecosystem that rewarded users for doing real-life good deeds and engaged thousands of people in charitable initiatives.
The project website served as the central digital platform where all key activities were concentrated:
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Publishing news and the series
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Internal messenger
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Two mini-games
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Polls
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Completing good deeds
For their experience, users advanced up the career ladder and received guaranteed merch, while virtual currency (Salary) could be exchanged for rewards in the store.
The Telegram bot we developed served as the main communication hub for participants: Good Corporation ambassadors sent videos, shared news about upcoming events, and congratulated members on their promotions.
DobroFON’s social media accounts acted as the project’s main media center: we posted regular themed series, news updates, and photo reports from offline events.
The core idea was to create a sense of belonging to the ‘Corporation,’ so we focused on emotions — authentic stories, humor, and leading by example — and used motivational corporate language throughout all project copy (‘colleagues,’ ‘department,’ ‘employees’).
For the duration of the project, we launched a powerful media support campaign that included: OOH advertising, influencer seeding, TV ads, and contextual advertising. People were so engaged that they sent us photos of Good Corporation ads themselves!
