Пятерочка: "Рокубсы" - промо‑акция с мини‑игрой и розыгрышами
Open the game
Objective
Pyaterochka, Russia's leading discount grocery chain, partnered with Roblox to drive retail foot traffic and in-app engagement during the August-October 2025 season. The campaign aimed to increase both store visits (through limited-time collectibles) and app adoption by integrating offline purchases with digital gaming and social contests, while simultaneously expanding Roblox's branded presence in the Russian market.
Solution
The campaign operated across three integrated channels: (1) Offline—physical magnetic cube collectibles (Rokubsy) with 12-character promo codes distributed with purchases over 650 rubles in-store or 1,000 rubles for delivery orders; (2) In-app—a 60-level match-three puzzle game called 'Pyaterochka-City' where players sorted products on virtual shelves and developed a digital city, unlocking guaranteed rewards at milestone levels (10, 30, 60) and grand-prize eligibility upon full completion; (3) Social—weekly Robux gift card lotteries (100–800 value) triggered by code activation, plus a Likee dance competition requiring branded video submissions. Additional merchandise (storage albums, board games, themed backpacks) extended the collectible experience beyond the game itself.
Results
The campaign ran August 25–October 6, 2025, offering prizes including Apple Watch Series 10, MacBook Air 15, and three iPhone 16 Pro Max devices for Likee video competition winners. Weekly lotteries provided Robux gift card rewards. Participation was limited to Russian residents aged 18+.
