Snake Tamers Club - Tamagotchi-clicker Mini-app

Objective

Samokat, a Russian quick-commerce platform, partnered with Parmalat dairy brand to boost purchase frequency and spending through an interactive Telegram mini-app. The campaign leveraged gamification and cross-brand integration to create sustained daily engagement and incentivize both app usage and product purchases.

Solution

A tamagotchi-clicker hybrid mini-app called 'Snake Tamers Club' where players grew digital snakes through taps and bonus power-ups ('lamps') in an egg-growth-collection cycle. The 10 collectible snakes each represented a Parmalat partner brand. Players completed tasks and read articles for additional actions. Collecting 7 snakes unlocked access to prize draws; collecting all 10 granted entry to a grand prize lottery. The mechanic tied directly to Parmalat packaging: opening new package designs generated promo codes for Samokat discounts.