Friday! X Magnit: "Sweet Paw Of Friedy" - New Year's Claw Game In Telegram

Objective

Pyatnica! TV channel and Magnit grocery retailer launched a New Year activation to drive daily engagement through interactive entertainment. The campaign bridged TV and digital channels using QR codes from broadcast, encouraging users to participate in a branded mini-game and boost referrals. The objective was to increase daily active users, extend session duration, and create a viral loop through friend invitations.

Solution

Developed "Sladkaya Lapa Fraydi" (Sweet Paw Frydy), a claw-machine grab game in Telegram, launched via a link or QR code from broadcast. Players move the claw using on-screen directional buttons and press a red button to lower the claw and grab candy from a container; winning candies unlock rewards (promo codes, discounts), while non-winning attempts reveal fortune messages. Each user receives five daily attempts, tracked by an on-screen counter, with bonus attempts earned through daily logins, friend referrals, and QR code scans during Pyatnica! TV broadcasts. A prize showcase displays available rewards, and all interactions and rewards are tracked in player profiles.

Results

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