“Beeline” mobile communication brand entered the mobile communication market of Kazakhstan and carries out a proactive marketing policy. To increase the efficiency of marketing investments, the company needs an inexpensive mass communication channel with the audience.
Integration of image and advertising messages of “Beeline” into mass public events (public holidays, folk festivals, sports competitions of national and international level, etc.). Channels involved: design of event venues (scenes, photo zones, entrance groups), organization of “Beeline” image trade and information zones, inclusion of “Beeline” advertising messages into the entertainment program of events, rotation of audio and video clips during the events. As a result, as part of the integration program, 19 major events with a direct audience of 360,000 people were successfully held in 6 cities of Kazakhstan.