Островок: "Всем пиньята!" - юбилейная мини‑игра в приложении

Objective

To celebrate its 15th anniversary, Ostrovok—a travel booking platform—activated its user base through a gamified reward experience. The campaign aimed to increase engagement among everyday users with a simple, participation-driven mechanic that combined guaranteed instant rewards with a grand-prize draw, incentivizing active bookings during the promotion period.

Solution

A festive mini-game called 'For Everyone a Piñata!' was integrated into Ostrovok's mobile app. Players received a guaranteed gift upon entry, earned two additional gifts by completing simple in-app tasks (subscribing to Telegram, bookmarking hotels, leaving reviews), and then broke open a virtual piñata for a raffle ticket. Every three collected gifts granted one entry to the final draw. Grand prizes included travel vouchers worth 200,000 rubles, 75,000 S7 Airlines miles, a GoPro camera, branded backpacks, and portable speakers. Daily prizes included loyalty points, promo codes, and partner rewards from Litres, Perekrestok, Flowwow, and Skyeng.

Results

The campaign ran August 1–31, 2025, with the grand-prize draw on September 7. The official Ostrovok blog post about the campaign received 4,300 views. Participation required redemption of at least one raffle ticket and a booking of 15,000 rubles or more during the promotion period. No additional metrics (total participants, engagement time, conversion, or sales impact) were published.