Every year, the Masters of Calm festival hosts a variety of activities for women, men, couples, families, teenagers and young people. Due to such a wide distribution of the festival audience, the organizers of the event faced a communication challenge, which Messenger marketing and the virtual assistant of the festival helped to overcome.

The interactive "Element Test" has become a great personalized marketing tool that has helped to attract more than 10,000 people in just a few days. During the interactive advertising campaign, users had the opportunity to take a short personality test on the Messenger platform to help identify the person’s dominant element (Fire, Air, Water, or Earth). The test received a lot of attention and activity of users: more than 10 thousand people took the test and became a new Messenger subscribers. The results of the campaign were astounding - 86% of subscribers completed the test and as many as 72.5% followed the further communication of the campaign, which was personalized according to the user element / segment identified during the test. For example, for active and courageous personalities of the Fire element, the further communication of the campaign was focused on the night marches and other adventures of the festival.

At the start of the festival, participants were also invited to try out a virtual festival guide on Messenger app. This virtual assistant helped the festival participants to navigate in the wooded space of the festival, reminded them of the upcoming lectures, activities and quickly provided other useful information. This innovation replaced majority of the paper flyers, leaflets and posters at the festival. Thus, the need for printed festival material was clearly reduced. After the festival, communication with subscribers continued successfully - throwbacks of the festival, photos, aftermovie and a personal invitation not to miss the adventures next year were sent out for the participants.