Lenta
Cosmo-Lenta with capybaras
- 1.3M+
- entries
- ↑
- visit frequency
- ↑
- average check
- NY
- seasonal peak
The goal
Refresh the existing branded game for a New-Year loyalty activation, retain the audience and keep driving in-store purchases through the seasonal peak.
What we built
Fully reskinned the game into a New-Year world with chill capybara characters. Kept the promo-code mechanic (purchases from 1,700₽ unlock extra wheel spins) but repackaged it for the holiday season, adding new themed locations and seasonal rewards while preserving the loyalty-CRM integration.
The result
1,300,000+ entries. Higher Lenta store-visit frequency and average check over the New-Year period, with strong engagement from kids and parents building a positive brand association.
Roblox brand activations that outlive the campaign flight
The usual activation goes live, spikes for a week, and is a dead server by the time the wrap deck is circulated. That is a design failure, not a platform limit — and it is avoidable.
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4.5× organic reach vs earlier campaigns Next case
Lenta — Supermarket Tycoon Retail · always-on world Roblox→