Додо Пицца: "Много призов" - мини‑игра "кинь-двинь" с ежедневными заданиями

Objective

Dodo Pizza aimed to increase mobile app engagement and purchase frequency through a long-running gamified loyalty campaign spanning the summer season. The promotion centered on a dice-and-board game mechanic combined with daily challenges, designed to drive repeat visits to the app and incentivize orders across their restaurant network.

Solution

The campaign featured a mobile board game with 70 spaces where users rolled digital dice to progress, triggering mini-games and instant rewards. Players accumulated "pieces" (lottery tickets) through purchases—2 pieces for pizza orders, 1 for other products—and additional pieces via in-app gameplay. Mini-games such as 'Cut Into Equal Pieces' and 'Add Toppings' offered coins and rewards. A daily roll allocation, supplemented by rolls earned through orders, encouraged frequent app returns. Players could exchange accumulated pieces for entries into prize draws and spend coins on products or unlock discount codes and subscription offers.

Results

The Додо Пицца "Много призов" campaign ran from June 10 to August 11, 2025, offering grand prizes including three all-expense trips valued at 300,000 rubles each, M.Video certificates (120,000 rubles for 10 units), Lamoda and Ozon certificates, a year's supply of 100 pizzas (25cm), and other partner gift cards from Giftery. Specific engagement metrics and incremental sales figures were not publicly disclosed.