Holiday Table Quest
Open the game- Brand
- Azbuka Vkusa
- Objective
- Sales
- Industry
- Food & Drink
- Mechanic
- Adventure & Quest
- Agency
- Trend Surfers
Objective
Promote Azbuka Vkusa's premium New Year food assortment and holiday services, driving online purchases through engaging interactive gameplay. The campaign aimed to guide customers through the complete product range while boosting social media engagement and sustained brand interaction across the holiday season.
Solution
An interactive month-long quest divided into four themed dining experience stages, each representing a different New Year's table concept curated by chefs: a classic New Year table, a seafood table, a buffet-style table, and a signature/author's table. Players completed quests, trivia, and mini-games (including word puzzles and spot-the-difference challenges) to accumulate points on a leaderboard, with the top 100 players displayed in the ranking. The game featured personality tests revealing customized results, a card-based product information system, and reward mechanics including a 23% discount code upon completion. Prizes were distributed through both draws and rankings.
Results
The campaign attracted 7,430 authorized participants who logged 125,115 in-game actions, and generated significant results: a 12% increase in Telegram subscribers and 410% return on investment. Individual transaction values reached as high as 43,714 rubles.
