МТС: "Наряжаем елочку" - новогоднее колесо фортуны в приложении

Objective

MTS aimed to drive engagement in its mobile app 'Moy MTS' and funnel users toward the MTS Cashback rewards service during the New Year season. The campaign leveraged festive gameplay to encourage user participation and increase ecosystem adoption through gamified incentives and cashback rewards.

Solution

The campaign featured an in-app experience combining a fortune wheel, a Flappy Bird-style mini-game, daily task completion, and a virtual Christmas tree decoration mechanic. Users earned two types of virtual currency—snowflakes (earned through tasks and gameplay) and lottery tickets—which could be spun on the wheel for prizes. Snowflakes triggered wheel spins for decorations and additional rewards, while tickets increased chances of winning major prizes. Prize tier structure rewarded players with cashback ranging from 300 to 5000 rubles, redeemable through MTS Cashback program (valid until March 31, 2025) and convertible to MTS services. Implementation: in-app module within 'Moy MTS' mobile application.

Results

Not published.