Мираторг х Ozon: "Охотники за новогодним настроением" - веб-игра поиск товаров бренда в новогоднем оформлении

Objective

Miraxtorg, a pet food brand, partnered with Ozon, Russia's largest e-commerce platform, to drive holiday season engagement and sales during December 2025–January 2026. The campaign aimed to combine festive entertainment with product discovery and purchase incentives, leveraging playable marketing to connect pet owners with Miraxtorg feed offerings displayed across holiday-themed environments.

Solution

Охотники за новогодним настроением (Hunters for New Year Mood) is a hidden-object web game where players adopt a pet persona—either a dog or cat—and search for Miraxtorg pet food packages hidden across randomized holiday rooms (kitchen, balcony, bedroom, living room) within a 90-second time limit. All players who complete the game receive guaranteed rewards: discount codes (20–50% off Miraxtorg feed, 99% off treats), Ozon bonus points (300–400 rubles), or New Year fortune predictions. Purchases of Miraxtorg feed on Ozon for 700+ rubles unlock elevated odds for major prizes including automated pet feeders with built-in cameras, water fountain bowls, and vacation packages. The game runs on a responsive web platform accessible on mobile and desktop devices.

Results

Specific participation numbers, engagement metrics, and sales impact have not been publicly disclosed. Grand prize distribution occurs by February 28, 2026. The campaign operated from December 15, 2025, through January 15, 2026, with winner selection between January 16–23, 2026.