Dodo Pizza X Smeshariki: "Smeshariki Garden" - Educational Mini-game With Seedling Growing

Objective

Dodo Pizza partnered with Russian children's media company Riki Group (Smeshariki IP) to engage families with young children through a branded educational game campaign (May–September 2023). The initiative promoted a premium pizza product ('Миксик') with collectible seed boxes linked to the game, creating a physical-to-digital bridge for family engagement and repeat purchases.

Solution

Players purchased limited-edition Dodo Pizza boxes, each containing seeds associated with a Smeshariki character (Nyusha, Krosh, Losyash, Barash, or Ezhik). A QR code unlocked a seven-stage mini-game in the Dodo Pizza app where children selected their character's plant, progressed through virtual care stages (planting and three watering phases), completed educational quizzes about plant biology and gardening, and earned a gardener's certificate upon completion. The game connected virtual plant care with real-world gardening by providing planting guidance to mirror the in-game experience with actual seeds from the physical box. The mini-game was surfaced through in-app Stories inside the Dodo Pizza app, which also let players order pizza directly from the same screen.

Results

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