Yandex Music Telegram Birthday Party

On September 22 2025 Yandex Music turned 15 a solid milestone for Russias largest music streaming service with millions of users and a vast content library.
That was our challenge: how can we celebrate a milestone without publishing yet another anniversary post people scroll past in seconds? Our main platform for reaching the audience is the Yandex Music Telegram channel around 328000 subscribers as of September 2025.
The standard approach a congratulatory post stats a nice visual felt uninspired.
Socials audiences are tired of passive content: brands talk about themselves while subscribers just watch from the sidelines. We set ourselves a goal : genuinely involve the audience in the celebration so subscribers would feel like participants not just content consumers.
.
Key observation: People dont want to watch brands celebrate themselves.
They want an invitation.
That led us to a second challenge this time about the platform itself.
The industry treats Telegram as a messenger for quick broadcasting of updates yet it already contains all the tools for a real party: polls video messages interactive elements unconventional pic formats.
The venue already existed nobody had used it the way we did by throwing an actual party inside the channel.

Источник: rutube.ru