Самокат: "Новогодний поезд" - новогодний лендинг с викторинами

Objective

Samokat, a Russian rapid delivery service, launched a pre-holiday engagement campaign to drive purchases and daily app usage during the 2024 New Year season. The campaign aimed to incentivize buying themed candy assortments by wrapping the purchase journey in an interactive game experience with prize drawings.

Solution

Samokat partnered with funtech to create an interactive web landing (poezd.samokat.ru) featuring a train-themed gamification system. Players purchased candy assortments (minimum 600 rubles) and earned raffle tickets proportional to their purchases. The core mechanic was a train advancing through stations: each purchase milestone moved the train forward, increasing the player's ticket rank and odds of winning. Players could complete interactive quizzes about international New Year traditions to earn bonus tickets and promo codes. The campaign included three separate prize drawings tied to different candy collections, with results distributed via push notifications to registered participants.

Results

Not published.