Perekrestok X Aviasales X Dobryy: "Don't Touch! It's For New Year" - New Year Arcade Web Game

Objective

Three leading Russian consumer brands—Perekrestok supermarket, Aviasales travel platform, and Dobry beverage brand—collaborated to create a festive New Year engagement moment targeting shared audiences. The campaign aimed to drive participation in a travel prize raffle during peak holiday season, while strengthening brand recall for all three partners among overlapping consumer segments.

Solution

The brands created a web-based arcade defense game where players protect a festive holiday table by tapping incoming hands of guests reaching for food during a 30-second countdown to midnight. The game featured a lives system (one life lost per successful grab), comedic sound effects of slaps and guest reactions, and whimsical New Year-themed visuals including a snow queen hostess character and references to Aviasales' mascot. Players received titles based on their performance, and those who survived earned entries into a travel grand prize drawing. The game was accessible via dobryxmas.aviasales.ru and promoted across partner channels including email, social media, and website banners.