Parasites: Dangerous Walk - Seasonal Runner Game

Objective

During spring 2023, Four Paws (a Russian pet retailer chain) launched a gamified campaign to educate pet owners about seasonal parasites—ticks, fleas, and worms—that threaten pets in warm months. Beyond awareness, the campaign aimed to demonstrate the effectiveness of protective product solutions while driving customer acquisition and loyalty through engaging gameplay mechanics.

Solution

A 3D endless runner game deployed on web and mobile allowed players to select and control a cat or dog character through obstacle-filled environments. Players collected coins and product-themed power-ups while avoiding parasites and hazards; different parasites triggered unique effects (fleas slowed movement, ticks reduced health, worms impaired controls), reinforcing educational messaging. Each successful run earned a promo code redeemable at Four Paws retail locations across 21 product categories. A leaderboard system ranked top performers, who competed for premium rewards including travel prizes and cashback bonuses. Additional game attempts unlocked through in-app purchases, creating a dual engagement loop: playability and purchase incentive.

Results

24,788 registered participants engaged with the game. Of these, 19,911 players (80.32%) completed at least one purchase during the campaign period. Notably, 1,956 players (9.8%) were new customers who had never purchased from the Four Paws chain before, demonstrating the campaign's effectiveness in customer acquisition.