The document describes a national promotional campaign in Russia to determine the new "Taste of Russia" through an online vote, with over 1 million votes ultimately cast. The campaign involved releasing fake casting videos, launching a voting platform on a website and YouTube channel with a growing jackpot for guessing the winner, and having a train cross the country receiving Skype calls to promote engagement. The campaign was highly successful, receiving over 1.3 million votes and significant media coverage.

1. Taste of Russia national promo-campaign

3. VS
Home made Letcho Potato with dill and butter

4. The challenge was ambitious:
1000 000 votes by Russian people

6. As a first step of our campaign we leaked some
Casting videos
with fake ‘Taste of Russia’ pretenders

7. Then we’ve launched voting platform on the
Website and
YouTube channel
with growing jackpot number

8. With simple mechanics:
Vote for new taste
of Russia
and guess how many votes will get the winner

9. And there was a train
that crossed our country in 10 days
receiving Skype calls on its way

10. To increase engagement we started competition:
Support your
favourite taste
by showing your own talent!

11. So, we get incredible engagement numbers of
1351 518 votes during whole campaign

12. 6+ mio views on

13. 15+ mio coverage on

14. 71mio of free PR

15. Meet the new
taste of Russia!