"Christmas Tree" - New Year Mini-game With 3D Toys

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 or the payment sticker), while transfers, SBP payments, and QR-code payments do not count toward this bonus. Some ornaments are special collectible figures. Prizes range from personalized year-end summaries and New Year predictions to actual cash rewards. Collected ornaments and prize history are displayed in the user's profile, with a return-visit reminder mechanic built in. The campaign allocated a 12-million-ruble prize pool and was distributed exclusively through Alfa-Bank's mobile app and web.

Results

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