Jacobs х VK Play: "Замешай перерыв" - кофейно‑игровой спецпроект в стиле Stardew

Objective

Jacobs Monarch 3in1 sought to engage office workers and gamers during coffee breaks through an interactive gaming experience. Partnering with VK Play, the campaign aimed to position the coffee brand as an efficiency booster while building brand affinity among a gaming audience. The initiative blended coffee culture with gaming mechanics to drive trial and repeat engagement.

Solution

Developed a web-based farm simulation game inspired by Stardew Valley, where players inherited a house and plot to develop through building tasks, farming, and mini-games. An "efficiency" stat mechanic represented the player's energy level, depleting during activities and restored by Jacobs Monarch 3in1 as a thematic coffee boost. Players accumulated points through daily quests and activities, which could be exchanged for VK Play promotional codes (3-hour cloud access passes) or entered into a lottery for an ASUS ROG Strix laptop. The campaign ran for three months (April–June 2024) with a 200-point minimum threshold to qualify for the grand prize draw.

Results

The campaign distributed 7,830 VK Play Cloud access codes (each providing 3-hour service access) and one ASUS ROG Strix Scar 18 laptop valued at 550,000 rubles.