Gazprom-Media Sales House and Pyaterochka launched a special partner project to mark the premiere of the new series “Mukhich’s Detective Agency.”

TNT viewers and visitors to Pyaterochka stores will discover unique brand offers together with the main character of the spin-off of “Policeman from Rublevka.”

On June 20, TNT aired the premiere episode of the “Mukhich’s Detective Agency” series, which is a spin-off of “Policeman from Rublevka.” The offshoot of the police dramedy tells the story of investigator Igor Mukhich and Kristina, who together open their own detective agency.

A week before the premiere, on June 14, the Gazprom-Media Sales House and the TNT team, working with Havas Media (part of ADV Group) and ADVContent, launched a special cross-media project developed in partnership with Pyaterochka.

The goal of the project is to achieve maximum audience outreach for all of the brands in order to inform consumers about products and promotions. The campaign includes participation both by partners of the network, such as the Papa Mozhet (OMPC JSC) and Chernogolovka brands, and Pyaterochka’s own trademarks. Individual creative materials have been developed for them, but they are united by one unique idea.

The channel’s viewers and subscribers and Pyaterochka shoppers are invited to discover, like detectives, favorable offers from the brands.

The advertising campaign has a cross-media format. There are several media channels involved: TV, the digital space, and audio advertisements at points of sale. The network will air promo announcements featuring actor Roman Popov as the series’ main character.

Posts related to Mukhich’s detective activities and brand products will be placed each week in the official TNT community on VKontakte (which has more than 5.9 million subscribers). An audio advertisement has launched in Pyaterochka stores: a cross-promotion solution that simultaneously promotes Pyaterochka’s special project and “Mukhich’s Detective Agency.”

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