Refresh the existing branded game for a New-Year loyalty activation, retain the audience and keep driving in-store purchases through the seasonal peak.
02
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.
03
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.
