Ancient Egypt (Roblox)

Objective

VkusVill, a Russian grocery retailer, partnered with DVOR Studio to boost brand recognition among younger audiences and create a novel sales channel. The campaign transformed a seasonal mango product launch into an interactive experience that encouraged both digital engagement and real-world shopping conversion through direct loyalty program integration.

Solution

The brand developed an ancient Egyptian-themed Roblox experience featuring three mini-games where players could earn virtual rewards. Players synced their VkusVill loyalty card numbers in-game, allowing gameplay rewards to convert directly into shopping discounts or bonus points in the brand's loyalty app. The experience included avatar customization with Egyptian-themed cosmetics and two exclusive branded items to extend engagement beyond initial play sessions.

Results

The experience attracted 300,000+ visits and successfully linked digital gameplay with real-world purchasing behavior. Notably, it became the first Russian Roblox activation to integrate a branded world directly with a functional loyalty program, demonstrating effective CRM integration at scale.