елки 12: "Ёлки 12" - VK mini-app к премьере фильма

Objective

Ёлки 12, the 12th installment of Russia's iconic holiday comedy film franchise (2025 theatrical release), needed to build pre-release buzz and audience engagement on VK platform while creating a direct path for viewers to participate in a movie-tied raffle contest. The playable campaign served as a story-driven promotional vehicle targeting VK's core Russian audience during the critical holiday release window.

Solution

Brand Games developed a narrative VK mini-app that embedded the film's central storyline: young protagonist Vanya traveling to meet Ded Moroz while his parents pursue him. Players progressed through six casual mini-games (tap-based, clicker, and match-three mechanics) to collect spheres that advanced characters toward their destination. Each sphere collected converted into raffle entry chances, with a results screen displaying available prizes. The app included story onboarding, bonus tasks for additional spheres, and replay functionality to sustain engagement. The VK mini-app format ensured direct distribution and frictionless play within the social platform's ecosystem.

Results

Not published.