FOOD X Katty Pro X Pyaterochka's Fluffy Club: "Purr-Combo For Kitties" - Web Game For Katty Pro Feed Promotion

Objective

Katty Pro, a cat food brand under Pyaterochka's private label, launched an interactive campaign to promote its new product line by engaging cat owners and demonstrating that each feline has unique dietary needs and preferences. The campaign aimed to build brand awareness, drive product adoption, and increase sign-ups to the loyalty program (X5 Club and Pushisty Club).

Solution

"Мур-комбо" (Mur-Combo) was an interactive puzzle game deployed on Food.ru and Pyaterochka's mobile app from October 16 to November 17, 2025, styled with soft visuals in Katty PRO's brand colors and a game board designed as a cozy "alchemical workshop" for a cat-keeper. Players progressed through levels by connecting themed items—rendered as volumetric 3D figures (bowls, toys, houses, accessories, pet avatars)—to assemble customized product bundles for their virtual cat, selecting toys, beds, scratching posts, and treats based on the pet's personality; each level unlocked a new, more demanding cat character with an expanded wishlist, and the system checked the assembled set against the cat's profile, highlighting missing categories. Opened cats and completed boxes were saved to a player profile/collection, and each level ended with a card summarizing the box's contents and the pet's traits, plus a "play again" button and links to branded content. Participation required registration in both X5 Club loyalty program and Pushisty Club (free pet-focused membership); after each level, players filled a short survey with a data-consent checkbox to enter the prize draw. Winners were selected via random-number generator by November 29 and notified by email linked to their X5 Club card: completing level 1 entered players for 20,000 X5 Club points (5 winners); level 2 for a "Pushisty Box" with secret prizes package #1 (5 winners); level 3 for a "Pushisty Box" with secret prizes package #2 (3 winners).

Results

Interactive game season achieved 14,800+ active players with 52,000+ website visits and an average session duration of 8 minutes 16 seconds. Fifty prize winners were selected. The game achieved a 2.79% conversion rate to loyalty program signup. Supporting marketing efforts generated 1,150,000+ banner impressions, 28,000 email opens, and 2,300+ push notification clicks. The broader two-season campaign (combining a charity photo gallery in season 1) mobilized cat enthusiasts to donate over 1,500 packages of pet food to cat shelters.