Самокат: "Момент - открою адвент" - новогодний адвент‑календарь с мини‑играми

Objective

Samokat aimed to drive holiday season engagement and repeat purchases by creating an interactive advent experience. During December, the brand leveraged the festive calendar format to motivate daily app visits through gamified rewards, combining instant prizes with promotional incentives to encourage both engagement and conversions.

Solution

The campaign deployed as a Telegram mini-app featuring a calendar grid with daily 'windows' unlockable through short mini-games with unlimited attempts. Players earned letters to assemble a New Year's message and received instant rewards alongside category-specific discount codes (e.g., '-20% on groceries') and order-minimum offers (e.g., '-10% on purchases over 1000 RUB). Missed days could be reopened through additional tasks, with all promo codes delivered directly via the bot interface.

Results

Not published.