"Decorate The Tree" - New Year Fortune Wheel In App

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 tapped/knocked on the tree to earn currency. Users earned two types of virtual currency—snowflakes (earned through tasks, gameplay, and tapping the tree) 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. The prize tier structure required accumulating 50,000 / 100,000 / 250,000 / 300,000 currency units for cashback of 300 / 500 / 1,000 / 5,000 rubles respectively, redeemable through MTS Cashback program (valid until March 31, 2025, spendable only via MTS Premium) and convertible to MTS services. The campaign ran December 25, 2024 – January 13, 2025. Implementation: in-app module within 'Moy MTS' mobile application.

Results

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