Мегамаркет х Союзмультфильм: "Пернатый квест" - веб-игра с поиском предметов
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Objective
Megamarket sought to overcome consumer hesitation around spontaneous purchases by leveraging nostalgia and IP recognition. Partnering with Soyuzmultfilm's Kesha character, the brand created an interactive game experience to drive impulse buying, supported by outdoor advertising across 25 Russian cities, with messaging centered on treating oneself and loved ones without special occasions.
Solution
A three-level web-based object-finding game featuring Kesha the parrot character in immersive 3D panoramic scenes (home movie night, visiting friends, vacation packing). Players located hidden objects within spatial environments enhanced by volumetric audio to complete tasks. Successful completions unlocked promotional codes (500–2,000 rubles). A built-in purchase fallback allowed players unable to find items to order similar products directly from Megamarket. The game was hosted at mult.megamarket.ru and supported by outdoor advertising campaigns in 25 major Russian cities.
Results
278,000+ unique users visited the campaign landing page and completed 610,000+ gaming sessions. Conversion rate reached 16% from landing page visitor to purchase. Promo code redemptions exceeded forecasts by 400%, demonstrating strong incentive appeal and engagement quality.
