Мираторг х Ozon: "Мясное притяжение" - mini-app для продвижения кормов Мираторг

Objective

Miratorgo needed to boost brand awareness and drive sales of its PetFood line during the peak season (Cosmonauts Day campaign). The objective was to increase engagement with pet owners on Ozon's platform and stimulate repeat purchases through an interactive gaming experience combined with promotional incentives (vouchers and prizes valued at over 30,000 rubles).

Solution

A vertical platformer mini-app embedded in Ozon's ecosystem, styled after Doodle Jump with space-themed visuals. Players chose between two characters (cat Mira or dog Toshka) and jumped across platforms on planets "Meowcury" and "Paws," collecting Miratorgo feed for points while avoiding competitor products for penalties. The game awarded daily prizes including Ozon promo codes, Ozon bonus points, and pet care tips. Three grand prizes (Dreame D10 Plus Gen2 robot vacuum, PETKIT automatic feeder with camera, smart pet water fountain) were given to users who made purchases over 700 rubles on April 10—May 8, 2025.

Results

32% of participants returned to Ozon to make repeat purchases of Miratorgo products. Average session duration was approximately 5 minutes, 2x higher than the benchmark. About half of visitors launched the game, with 51% completing it. Banner reach exceeded expectations by 48%, impressions by 40%, and push notification CTR reached 2%.