"Find The Eco Pair" - Web Game About Eco-habits And Eco-concentrates

Objective

Samokat, a Russian e-grocery platform, launched an educational playable marketing campaign to promote its new line of eco-concentrate cleaning products in 2023. The campaign aimed to raise awareness about sustainable habits while building brand engagement through interactive gameplay and incentivize purchases of the eco-product line with a promotional code reward.

Solution

A web-based memory matching game featuring 12 complementary eco-product pairs (not identical matches, but thematically paired items). Players opened two cards per turn, matching related products rather than identical ones. Upon finding each pair, a description card revealed product information and environmental benefits. The game used simple, memory-based mechanics with clear onboarding, and the interface was minimalist and adapted for mobile devices. Players who completed all 12 pairs received a promotional code for discounts on eco-concentrate purchases, with direct links to the product catalog embedded in the game.

Results

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