Пятница! х Магнит: "Сладкая лапа Фрайди" - новогодняя хватайка в Telegram

Objective

Pyatnica! TV channel and Magnit grocery retailer launched a New Year activation to drive daily engagement through interactive entertainment. The campaign bridged TV and digital channels using QR codes from broadcast, encouraging users to participate in a branded mini-game and boost referrals. The objective was to increase daily active users, extend session duration, and create a viral loop through friend invitations.

Solution

Developed "Sladkaya Lapa Fraydi" (Sweet Paw Frydy), a claw-machine grab game in Telegram. Players control a virtual claw to capture candy from a container on screen; winning candies unlock rewards (promo codes, discounts), while non-winning attempts reveal fortune messages. Each user receives five daily attempts, with bonus attempts earned through daily logins, friend referrals, and QR code scans during Pyatnica! TV broadcasts. All interactions and rewards are tracked in player profiles.

Results

Not published.