Summer Impressions - Tapper Mini-game With Leaderboard

Objective

Samokat, Russia's leading 15-minute grocery delivery platform, launched the "Impressed Summer" (Vpechatleto) campaign in summer 2025 to promote new seasonal pastry items and encourage app engagement. The campaign combined limited-time product offerings with gamification to drive product awareness, purchase frequency, and app usage among users.

Solution

A mini-app tapping game accessible via chatbot where players tap pastry-shaped hot air balloons skyward to accumulate points and compete on a leaderboard. Gameplay tap limits refreshed through purchases of items from the "Impressed Summer" seasonal pastry collection, including new varieties such as cherry vol-au-vent, blackberry-raspberry croissants, cherry-cheesecake Viennese pastries, and caramel-cherry coin pastries. Weekly prize draws offered instant cameras, portable speakers, hobby certificates, and gift cards. The grand prize was a hot air balloon picnic in Moscow for two people, including complimentary transportation and up to two days accommodation for winners outside Moscow.