Читай-город: "Ежик отправляется в путешествие во времени" - новогодняя мини‑игра

Objective

Chitay-gorod, Russia's leading bookstore chain, launched a New Year engagement campaign to drive daily app visits and deepen customer loyalty during the holiday season. The campaign aimed to convert seasonal shopping interest into sustained habit-forming behavior through gamified mechanics and prize incentives.

Solution

A six-day mini-game called "Hedgehog's Time Travel Journey" featured daily progression through historical epochs (Antiquity, Middle Ages, Modern Era, and others). Players unlocked one new epoch daily and completed literature-themed challenges including image recognition quizzes (identify books from covers), sliding tile puzzles, mazes, and attention-based tasks. Instant rewards included partner discounts and digital subscriptions; players earned raffle tickets for each completed task with prizes ranging from promotional codes to a grand travel package. The game was integrated into Chitay-gorod's mobile app and accessible on their website.

Results

Not published.