Самокат: "Скидкотека" - диско-мини‑игра ко дню рождения Самоката

Objective

Samokat, a Russian food delivery service, celebrated its 7th anniversary in October 2024 with a large-scale promotional campaign. The business objective was to drive purchase activity and user engagement through a gamified, celebration-themed experience tied to the brand's milestone birthday.

Solution

Skidkoteka was a multi-channel disco-themed campaign combining a Telegram chatbot, virtual game experience, and offline activations. Users registered in the chatbot and participated in 13 promotional mechanics: completing purchase-related tasks and making orders earned virtual 'vinyl' tokens, which players could use to 'dance' on a virtual dance floor and generate raffle codes. The virtual party element let users dance over 2.5 million times collectively. Participants accumulated codes toward a grand prize drawing. Offline activations in shopping malls featured prize wheels, karaoke booths (Moscow, St. Petersburg), and discount offers. The campaign included video content, outdoor advertising, and limited-edition merchandise, all unified by disco ball branding and pink/disco aesthetics.

Results

The Samokat 'Skidoteka' disco-themed birthday campaign (October 1 – November 12, 2024) engaged 800,000 unique users across 13 promotional mechanics, generating 8.8 million raffle codes and 2.5+ million virtual dances. The chatbot-driven approach boosted purchase completion by 1.5x versus previous contests, with over 50,000 participants in offline activations. Prizes included a Moscow apartment as grand prize, plus smartphones, tablets, laptops, travel vouchers, and 1,500+ additional rewards.