METRO C&C: 'Tap Fun Back To School' - Mini-Game For Start Of School Year

Objective

METRO C&C, a major grocery retailer, launched a back-to-school campaign in 2024 to increase user engagement and boost purchase frequency and order value. The campaign capitalized on the back-to-school season through an accessible gaming format designed to drive user activity on the platform.

Solution

The agency developed a clicker mini-app called 'Тапай в школу весело' (Tap to School Fun) where players tapped falling school supplies while avoiding banana peel obstacles. The game featured three cumulative discount tiers (5%, 10%, and 15%) that players could unlock based on their score. Players received personalized promotional codes upon completing a session and could replay the game to achieve higher scores and unlock additional discounts. The campaign was supported by a promotional neurovideo featuring cat characters that explained the game mechanics and drove traffic to the mini-app.