Supermarket Chain
SUCCESS STORY

Expanding Customer Base with Gamification

We launched the "Christmas is Coming" gamification campaign with a Hidden Objects mechanic for the Family Club. The project expanded the client’s customer base and rewarded finalists QR codes for cashback on their next purchases.

32%
CR for Completing the Game
21%
CR for Subscribing to Newsletters

Credits

WE2 Team:

Yulia Musina
Team Lead
Andrew Arkov
IT specialist
Yulia Kozlovskaya
Designer
Dmitry Lutsenko
Head of Integrations and Solution Architect
Anton Malynov
Game Developer
Denis Kulik
Front-end Developer
Alexander Bredun
Front-end Developer

About the client

A retail chain featuring more than 900 supermarkets. It actively develops social and ecological initiatives, enhances service levels, and improves customer feedback quality by incorporating the best global business practices.

Specifics

The game’s target audience consists of current and potential participants of the Family Club — parents and their children aged 6−7.
The players can choose between 2 locations after completing the first level of the game — the children’s room or the balcony. This provides participants with access to various scenarios.

Project objectives

Grow the customer database and attract new subscribers
Drive foot traffic to offline stores
Boost brand awareness and strengthen audience loyalty

Client’s case

The Hidden objects gamification mechanic was the perfect fit for Family Club — engaging, simple, and fun for all ages. Children enjoy interactive challenges, making this mechanic ideal for driving participation.

Players completed three levels, each representing a step in preparing for Christmas: decorated the house, packed gifts, wrote a letter to Santa, and set the Christmas table. In each location, participants had to find hidden objects within a limited time. Those who successfully completed all levels received a QR code for in-store discounts (5–15%) at checkout in the hypermarket.

The WE2 Team developed the concept, storyline, design, and managed technical implementation of the project. The game was promoted through the mobile app, SMS, social media, and supermarket partners. The campaign ran from 10 December 2021 to 10 January 2022.