Find The Word - Mini-game In Brand Ecosystem

Objective

Golden Apple (Zolotoe Yabloko), a Russian premium beauty retailer generating 155 billion rubles in annual revenue, launched this campaign to celebrate its birthday in July 2025. The initiative aimed to drive customer engagement and online purchases through gamification, converting casual gameplay participation into measurable purchase transactions across web and mobile channels.

Solution

The 'Find the Word' mini-game ran on both the brand's website and mobile app from July 6-31, 2025. Players located hidden words on a game board, earning 100 points per word discovered, with some words randomly revealing promotional codes. Users completed additional bonus tasks to accumulate points, unlocking branded product information cards. After reaching tiered score thresholds, players became eligible for three separate prize pool drawings. The platform featured anti-fraud logic and seamless integration with the product catalog, allowing immediate code application at checkout. Users could track progress across three competitive tiers with entry into each granting raffle eligibility. Beyond the third tier, every additional 1,000 points earned a bonus raffle coupon, giving +1 chance across all drawings. Prizes ranged from bonus-point rewards (1,500 to 100,000 points) to premium tech items including an iPhone 16 Pro, Dyson AirWrap and Supersonic devices, AirPods Pro 2, Marshall headphones, a Yandex Station Lite smart speaker, a Dreame robot vacuum, a GEZATONE facial device, a Smeg kettle, and discount promo codes.

Results

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