'Gena Catches Shoes' - Telegram Mini-App For New Series Season Launch

Objective

TNT leveraged a Telegram mini-app to drive audience engagement and viewership for the new season of the Bukiny series. The branded arcade game served as an interactive promotional vehicle, combining entertainment value with direct CTA to watch the season announcement.

Solution

Gena Catches Shoes is a timed arcade game built as a Telegram mini-app, its gameplay styled after the classic 90s arcade "Wolf Catches Eggs": players catch falling objects, collecting valid items while avoiding distractions to score points. Players access the game from the bot's start menu and get repeat attempts to improve their score; sessions and return visits are tracked. A live leaderboard tracks player performance across the campaign period. After each session, players see the new season announcement and a direct link to watch the series. The top 200 scorers win branded t-shirts reading "Without Women" or "Without Men" — taglines tied to the show.

Results

—