Пятница!: "Закрутки на Пятнице" - мини‑игра про виртуальные заготовки

Objective

Friday! TV, a Russian entertainment channel, sought to extend engagement beyond its reality series "Four Dachas" (a dacha competition show) into a digital-first experience. The campaign aimed to maintain year-round viewer interaction through a themed Telegram mini-app, driving channel subscriptions while leveraging the show's core appeal—summer homesteading and food preservation culture.

Solution

Funtech developed "Jar Preservation" as a Telegram mini-app that gamified the traditional Russian practice of making pickled vegetables and berries for winter storage. Players cultivated virtual vegetables and berries, matched them to authentic preservation recipes, and filled jars for storage in a digital cellar. The game implemented a weekly Thursday harvest mechanic where players discovered which jars contained prizes. A limited-lives system created return-visit incentives, and channel subscription was required to unlock gameplay. Prizes included branded accessories and monetary certificates.

Results

Not published.