ОТП-банк х Пикабу: "Самый большой торт" - веб‑челендж к юбилею банка

Objective

OTP Bank, one of Russia's leading financial institutions, marked its 31st anniversary in 2025 by partnering with Pikabu, a major Russian social media platform, to boost engagement and brand loyalty. The campaign aimed to create a memorable, gamified experience that would reinforce the bank's digital presence and drive user participation through an interactive challenge tied to the significant business milestone.

Solution

The centerpiece was 'The Biggest Cake,' a web-based stacking game integrated into a dedicated Pikabu landing page where players built increasingly tall cake structures by clicking and holding to place layers, earning one point per successfully balanced layer. The game required reaching a 31-point threshold (symbolizing the anniversary) to enter the competitive real-time leaderboard. Developed by funtech, the game featured a results screen displaying player scores, leaderboard position, and replay options. Players competed for two-tier prizes: the top 100 participants received bonus cashback incentives when using their OTP Bank debit cards (31% additional rewards on purchases between May 16–June 16, 2025, up to 3,100 bonus rubles), while the top 10 finalists were awarded OTP Premium debit cards with complimentary year-long service. The challenge ran from April 3 to May 11, 2025, with results tabulated by May 15.

Results

Top 100 participants qualified for a special cashback promotion offering 31% bonus on purchases, with bonuses credited by July 17, 2025. Top 10 finalists received OTP Premium debit cards with free annual service.