Альфа-Банк: "Елка" - новогодняя мини-игра с 3D‑игрушками

Objective

Alfa-Bank aimed to increase mobile app engagement and drive card spending during the holiday season by creating a festive, reward-driven experience that keeps customers returning daily.

Solution

The Ёлка (Christmas Tree) game invites users to decorate a virtual tree with 3D ornaments, each concealing a prize. Players receive 5 starter ornaments upon entry and 1 free ornament daily; additional ornaments unlock through card purchases (1 ornament per 3,000 rubles spent, 2 per 3,000 rubles via Alfa Pay). Prizes range from personalized year-end summaries and New Year predictions to actual cash rewards. The campaign allocated a 12-million-ruble prize pool and was distributed exclusively through Alfa-Bank's mobile app and web.

Results

Not published.