"Picnic At Full Volume" - Summer Mini-activation In Telegram

Objective

Yandex Eats aimed to drive summer picnic-related food orders by creating an interactive and engaging Telegram experience that leveraged seasonal messaging and promotional incentives. The campaign targeted active Yandex Eats users during the peak summer season through a gamified mini-application format designed to increase order conversion.

Solution

A six-stage Telegram-based campaign combining a chatbot and mini-application. Users onboarded with campaign rules, selected picnic scenario bundles, received promo codes, and transitioned directly to Yandex Eats to complete orders with applied discounts. The experience included optional push notification opt-in for future bundle updates and social media sharing capabilities. Implementation featured content development, visual assets creation, and media relations support.