Discount Disco - Disco Mini Game For Samokat's Birthday

Objective

Samokat, a Russian food delivery service, celebrated its 7th anniversary in October 2024 with a large-scale promotional campaign. The business objective was to drive purchase activity and user engagement through a gamified, celebration-themed experience tied to the brand's milestone birthday.

Solution

Skidkoteka was a multi-channel disco-themed campaign combining a Telegram chatbot, virtual game experience, and offline activations, now in its second consecutive year and expanded in scale for 2024. Users registered in the chatbot and participated in 13 promotional mechanics: completing purchase-related tasks and making orders earned virtual 'vinyl' tokens, which players could use to 'dance' on a virtual dance floor, earning 1-3 raffle codes per dance attempt. The virtual party element let users dance over 2.5 million times collectively. Participants accumulated codes toward a grand prize drawing. Offline activations in shopping malls featured prize wheels, karaoke booths (Moscow, St. Petersburg), and discount offers. The campaign included video content, outdoor advertising, and limited-edition merchandise, all unified by disco ball branding and pink/disco aesthetics.

Results

The Samokat 'Skidoteka' disco-themed birthday campaign (October 1 – November 12, 2024) engaged 800,000 unique users across 13 promotional mechanics, generating 8.8 million raffle codes and 2.5+ million virtual dances. The chatbot-driven approach boosted purchase completion by 1.5x versus previous contests, with over 50,000 participants in offline activations. Prizes included a Moscow apartment as grand prize, plus smartphones, tablets, laptops, travel vouchers, and 1,500+ additional rewards.