"PIK Architect" - Mini-app "2048" With PIK Quarters

Objective

PIK, a leading Russian real estate developer, sought to engage its core audience of 18–27-year-olds with interactive entertainment that would drive apartment bookings. The campaign used gamification as a soft entry point, offering promotional incentives embedded within gameplay to guide younger prospects toward purchasing decisions on pik.ru.

Solution

Trend Surfers developed a Telegram mini-app reimagining the classic 2048 puzzle mechanic with PIK's residential quarters as game tiles. Players merge identical 'houses' on a 4×4 grid, doubling their value with each combination. Upon reaching the target 'house 128,' players unlock a promotional code redeemable for a discount on apartment bookings at pik.ru. The game includes bot-based onboarding, clear hints, and straightforward swipe mechanics to merge tiles and plan strategic moves.

Results

The campaign reached 18,000 unique users representing a fully targeted audience of genuine apartment buyers and launched in February 2025. The project operates sustainably without continuous marketing investment, with promo code redemption figures remaining confidential under NDA.