Пятерочка: "Мандариномания" - новогодний аркадный Telegram mini-app

Objective

Pyaterochka, a leading Russian convenience store chain, launched a seasonal Telegram mini-app to boost customer engagement during the New Year holidays. The goal was to drive Telegram channel subscriptions, stimulate regular gameplay through prize incentives, and create a memorable brand moment during the peak shopping season.

Solution

The 'Mandarinmania' arcade-style mini-app placed players in a Pyaterochka store setting where they tap or swipe to deflect falling mandarins, earning 1 star per successful hit. Snowmen obstacles accelerate the pace and increase difficulty as players progress. After each session, players open gift boxes that reveal holiday messages, promo codes, or bonus attempts. A global real-time leaderboard tracks cumulative stars, with grand prizes awarded to top-ranked players by January 15. The game incorporated push reminders about deadlines and prize draws, plus subscription CTAs and bonus attempts for channel followers.

Results

Not published.