Recent highly publicized loyalty program of ATB with S.T.A.L.K.E.R. 2 has significantly exceeded even the most optimistic predictions of popularity among Ukrainians and has already attracted the attention of international experts.
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The joint project from ATB and GSC Game World has become a true cultural phenomenon and a marketing success story. Therefore, it is not surprising that it has reached the final stage of an international loyalty award – the European Loyalty Awards.
Moreover, this Ukrainian case has become a finalist in two nominations simultaneously: Best Short-term Loyalty Program or Initiative and Best Loyalty Partnership – Europe.
The prestigious European award European Loyalty Awards recognizes the strongest brands and companies in Europe. Projects are thoroughly examined by independent analysts for creativity, innovation, and ultimate business effectiveness.
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The multimedia loyalty program by ATB featuring S.T.A.L.K.E.R. 2 was in development for nine months and achieved tremendous popularity and widespread publicity online right from its launch. As a result, the first print run of the interactive almanac “S.T.A.L.K.E.R. 2: Memory of the Zone” was sold out in four days. Due to numerous requests from customers, over 100,000 more copies of the almanac (five times the initial print run) and over 4 million collectible cards were additionally released. A thematic social media post garnered 5.6 million views within the first month alone, and the number of users of the new ATB mobile application increased by one million.
The joint loyalty program of the Ukrainian studio and the largest retail chain has not only become a unique phenomenon in the domestic retail market but has also received the highest accolades from renowned European specialists.
In conclusion: S.T.A.L.K.E.R. is more than a game, and ATB is more than just a chain of beloved stores.
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