Lapochka X ENDY: "Digital Atlas Of Russian Beauty" - Web Game In Digital Atlas Format

Objective

Lapochka, a sugar-free Russian lemonade brand, partnered with ENDY to launch an interactive game that would deepen consumer engagement with the brand's values of regional authenticity and natural ingredients. The campaign aimed to drive product discovery and sales through a gamified experience where participants could influence the development of a new limited-edition flavor while exploring Russia's natural diversity.

Solution

The 'Digital Atlas of Russian Tastes' was an interactive web-based game where players guessed Russian regions from photographs on a contour map of Russia, unlocked regional flavor combinations (featuring local fruits, berries, and herbs), and voted for their preferred flavor pairings. Players who guessed a region incorrectly received hints from 'grandmother helpers' to guide them toward the answer, and could track their progress across completed and remaining locations. Players who completed the full atlas received a 15% discount code for Lapochka lemonades on OZON. The winning flavor combination—sagaan dali from the Far East, blueberry from the South, and lavender from the Volga region—became the basis for a subsequent creative label design competition, judged by ENDY's art director.

Results

In the first week alone, 2,188 players completed the atlas. Following the game phase, 335 designers submitted label designs for the new flavor. The campaign ran for approximately one month, with participants voting across multiple regional flavor battles throughout the experience.