Нож х Самокат х Золотые тигры: "День всмятку" - веб‑симулятор рабочего дня

Objective

Samokat, a Russian food delivery platform, aimed to increase awareness and engagement with its "Culinary" section among office workers and remote employees. The campaign was designed to drive food orders through interactive gameplay, positioning Samokat's ready-made meals as a solution for busy professionals managing work-day distractions.

Solution

Golden Tigers developed "День всмятку" (Hard Days), a desktop-themed web simulator where players manage focus while taking a test displayed on a central laptop screen. Players encounter pop-up notifications (snacks, a cat, guitar, and other distractions) that must be closed to maintain concentration and answer multiple-choice questions correctly. The game tracks performance metrics including errors and reaction time, generates a personalized profile revealing work habits, and rewards successful players with a promo code for Samokat food orders. The experience combined gamification with behavioral psychology to create a playful test of workplace focus.

Results

78,000+ players engaged with the game; 23% conversion rate to food orders through the Samokat app or website.