Cracked! Konichiva - Anime Game For Kids Loyalty

Objective

Dixy, a leading Russian children's baked goods brand, launched an integrated marketing campaign to drive store traffic and increase purchase frequency during the holiday season among households with young shoppers. The campaign combined an anime-themed collectible character series with a playable mobile game mechanic to amplify engagement with the target audience.

Solution

The campaign featured a limited-edition "Cracked. Konichiva" collection released across Dixy stores from November 6 to December 3, 2023. The core experience was a mobile arcade game available in the "Club of Dixy Friends" app, built as a whack-a-mole style mechanic where players hit eggs emerging from holes to earn rating points and unlock daily anime-style character rewards. Each daily "Cracked" character came with a unique activatable ability, and completing a level unlocked a reward chest containing extra attempts, rating points, and cashback. The most active players competed for super prizes, including merch and up to 10,000 coins in cashback. The game was also accessible via a web landing page and supported by a branded Telegram sticker pack. The game was supported by a YouTube cartoon series, a Roblox metaverse experience called "Dixieland" featuring an amusement park, and voice assistant integration via Masha. In-store, customers purchasing goods for 600+ rubles or specific participating products received plush toy collectibles tied to the game characters.

Results

The campaign reached over 95,000 unique users in the app, with the branded Telegram sticker pack used more than 1,800 times.