RUTUBE Детям: "Мир RUTUBE Детям" - зимний парк с мини‑играми и внутриигровой экономикой

Objective

RUTUBE, a Russian video platform for children, needed to drive app installations and increase platform registrations while strengthening brand loyalty among younger audiences during the holiday season. The campaign aimed to create an engaging interactive destination that would keep children entertained and encourage parents to install the RUTUBE Kids application.

Solution

The team developed 'World of RUTUBE Kids,' a large-scale winter entertainment park built in Roblox featuring seven interconnected mini-games: snow battles (team-based PVP), ice skating with tricks, bowling, acting challenges, treasure hunts, character guessing games, and animated story quests. Players earn an in-game currency called 'rutubiki' through participation and victories, which can be exchanged for virtual cosmetics and branded items in a dedicated shop. The experience features a competitive leaderboard system where top players receive exclusive rewards like sparkling particle effects. The world incorporates RUTUBE's visual identity, brand mascots, and integrated content from the platform's popular animated series.

Results

The campaign generated 1.5 million visits with an average session duration of 13 minutes per player and achieved a 22% increase in app installations during the campaign period.