Дикси: "Треснутые! Коничива" - аниме‑игра для детской лояльности

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. 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

Not published.