Пятерочка: "Новый год с Пятерочкой" - праздничный mini‑app с играми в приложении

Objective

Pyaterochka, a major Russian grocery retailer, launched this in-app mini-game experience to capitalize on peak holiday shopping season. The campaign aimed to drive daily app engagement, increase customer loyalty, and stimulate incremental purchases during the competitive New Year period when consumers prepare for festive meals.

Solution

The mini-app featured two integrated game modes: a tile-matching puzzle game called '3 Bloks' with level progression and daily challenges, and an 'Entertainment Park' where players upgraded park objects using earned in-game currency. Players accumulated virtual currency by completing puzzle levels and daily tasks, with progression tied to real-world purchase thresholds (600+ rubles) and promotional opt-ins. The system offered limited daily play attempts (3 free) that refreshed through purchase milestones or marketing consent, creating a bridge between gameplay, shopping behavior, and loyalty program participation.

Results

Not published.