I should also consider that "Ok.ru" was part of the Russian social media ecosystem, so looking into Russian internet culture of 2011 might help. Maybe a group called we3 launched a campaign there, or a competition. Alternatively, it could be related to a movie, TV show, or game that had a 2011 release and connected with Ok.ru.

"Мы" 2011 Мелник (director's name)

Does anyone have a working link to on ok.ru? Preferably with English audio or Russian subtitles. All the previous uploads are dead.