How to make people to remember birthday? One must invite as many guests as possible. Serviceplan Russia developed an online campaign and its main goal was to attract as many visitors as possible to the site devoted to OTTO’s fifth anniversary in Russia. Everyone could find their own way to have fun. One could pick out an outfit for the party, receive a style advice, play a game, earn the largest amount of points, win unique prizes and tell about one’s party visit on the social media page. Result – roughly 40 thousand people attended OTTO’s party and many of them participated in the game (2013).