We managed to create a full-fledged thoughtful world based on the "Master and Margarita", using all the services of the MTS ecosystem. The universe was perfectly thought out and included relevant forms of content that could interest viewers. At the starting point of the project, only the film existed. But when we started thinking about promoting a piece of content, we came to the conclusion that at a time of increased attention there is a demand for additional experience. As a result, we created a comprehensive marketing product that allowed us to involve the audience in getting to know the services through the most appropriate formats. At the same time, the 360 universe was so seamless and thoughtful that we managed to attract an audience not only through the film, but also through the rest of the artificially created content. Thus, we were able to maximize the impact of each of the services and turn disparate content products into a single ecosystem. As a result, we transformed the experience of immersion in the content of the Master and Margarita into a marketing product - we created a whole event from this premiere, and also set the trend among the first to bring the release of such high-profile premieres to a new level. All activities within the framework of the advertising campaign demonstrated the expansion of experience and impressions from the new interpretation of the "Master and Margarita". - In the TV commercials, we invited actors Yuri Kolokolnikov (as Koroviev) and Polina Aug (as Gella) to "revive" the characters of the novel. Dmitry Nagiyev finds himself on the Patriarchal ... and not alone, but together with the heroes of Bulgakov's novel. Dmitry, a fan of The Master and Margarita, was so inspired by the new film adaptation that his favorite characters - Koroviev, Gella and the cat Behemoth – literally began to follow him everywhere. Leonid Yarmolnik, Dmitry Nagiyev's friend in the plot, also became the hero of the campaign, as he played in the film adaptation of Dr. Stravinsky and voiced an audiobook exclusively available in the book service Stroki. To expand the experience of immersion in the Master and Margarita, we did not limit ourselves to classical communication formats. They also offered an "expanded experience": from a mystical apartment on the Patriarchs to playlists based on the characters of the characters, creating a kind of augmented reality.