Dark Store Glossary - interactive dictionary with mini games

Objective

Samokat, a Russian grocery delivery service, sought to strengthen customer loyalty and deepen their connection with audiences by introducing them to the internal culture and terminology of their darkstore operations. The campaign aimed to educate customers about delivery team slang and operational processes through an engaging interactive experience, positioning the brand's logistics expertise as part of its customer narrative.

Solution

Samokat and Redis Agency created an interactive web-based game accessible at samokat-game.webflow.io featuring a 'Darkstore Dictionary' with four thematic blocks: staff nicknames, order types, locations and equipment, and daily darkstore scenarios. Players learned operational terms through dictionary cards, participated in four distinct mini-games with different mechanics, and accumulated stars (20 from learning, 20 from games across 40 total). The progression system included three ranks—'Skipper,' 'Master,' and 'Legend'—unlocking promotional codes for Samokat products upon completion. Built on Webflow with custom Lottie animations, illustrations, and 3D modeling by Redis Agency.

Results

The project received recognition at RUWARD AWARD 2024. No public data on user reach, participants, engagement time, or sales impact was found.