RUSSPAS: "Зима в Москве" - AR‑квест по городу с "Мультяшками"

Objective

RUSSPAS, Russia's largest location-based loyalty platform, aimed to drive engagement during Moscow's peak winter tourism season by turning attraction discovery into a gamified experience. The goal was to increase user adoption of the RUSSPAS app and boost location visits across Moscow's winter venues (ice rinks, museums, cultural spaces) while deepening loyalty program participation through reward collection mechanics.

Solution

An integrated mobile AR game within the RUSSPAS app where users visit real-world locations marked on an in-app map and use their smartphone camera to capture animated cartoon characters ('Multiyashki'). Each successful capture awards snowflake tokens; accumulated snowflakes unlock special codes redeemable for points in the 'Million Prizes' loyalty program. The game operated December 14, 2024 – January 12, 2025, spanning 50+ verified locations including ice skating rinks, museums, and urban attractions. The experience required app installation and carried a 14+ age restriction.

Results

82,000+ app installs and updates. 120,000 location visits during the campaign period.