"Hedgehog's Time Travel Journey" - New Year Mini-game

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 six epochs spanning prehistoric times to the future (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), quote-attribution quizzes ("philosopher or contemporary"), a knight's-rules quiz, sliding tile puzzles, a "find the corgi" maze, 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

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