Пятерочка: "Стань легендой Рокубсов" - метаплейс в Roblox

Objective

Pyaterochka, a Russian grocery retail chain, partnered with Roblox to engage younger audiences through branded gaming while driving store purchases. The campaign combined physical collectible toys with digital rewards, leveraging the popularity of Roblox among children to boost customer acquisition and retention during the promotional period.

Solution

Pyaterochka developed 'Become a Legend of Rokubsy,' a custom Roblox metaplace featuring territorial progression where players build and develop districts, earn in-game currency, compete in PvE and PvP arena battles, participate in capture-the-flag team modes, and unlock rare Rokubsy characters through loot capsules. The experience was tied to a physical collectible campaign: customers who spent 650+ rubles in-store received magnetic Rokubsy cubes (30 different character designs) with embedded 12-character promo codes. Players entered codes via the Pyaterochka mobile app to access weekly prize draws and a 60-level branded mini-game offering Robux gift cards, gift certificates, and consumer electronics.

Results

The campaign ran from August 26 to October 6, 2025. Prizes included weekly Robux card distributions (100–800 robux), consumer electronics (10 Apple Watch Series 10 units and 5 MacBook Air 15 units), and three iPhone 16 Pro Max devices offered through a Likee dance competition.