Самокат: "Город Пасхи" - веб‑квест с мини‑играми к празднику

Objective

Samokat, a Russian rapid-delivery grocery service, launched this Easter campaign to create emotional engagement through festive interactive storytelling. The brand sought to drive multiple customer touchpoints, establish mood-based connection with shoppers, and ultimately convert user participation into purchases from a curated Easter product selection.

Solution

A web-based quest game featuring seven interconnected interactive tasks set in a whimsical Easter city. Players hunted for hidden bunnies scattered throughout decorations to earn points and hints, decorated a virtual "city kulich" (Easter bread) by collecting elements through NPC interactions, and completed a final challenge breaking a sugar dome to unlock festive baked goods. Each mini-game awarded promotional codes for Easter products, with a grand contest offering discount codes to players completing all tasks. The experience included retention mechanics: recipe links, social sharing integration, and branching paths to encourage replay.

Results

The campaign attracted 800+ contest participants. Beyond participation metrics, the campaign successfully generated user engagement through holiday-themed incentives (discount codes) and emotional connection to the Easter theme, though detailed performance data on conversion or revenue impact was not publicly disclosed.