Maslenitsa 2021 in Dixy

For Dixy’s 2021 Maslenitsa campaign, we built a game mini-app integrated with VK. The game used a wheel and draw-style mechanic: a participant held a button to set the spin strength, then received a ball with or without a discount coupon when the wheel stopped.

If the result included a coupon, the Dixy community sent it to the participant in a message. The coupon could be scanned at a Dixy store to receive a discount under the campaign rules. The web flow connected wheel control, result display and delivery of a winning coupon through community messages.

The interactive draw connected the game screen, result display and coupon delivery through community messages in one participant flow.

We developed the game’s web component and interface for VK. Running the promotion, distributing coupons and redeeming them in stores were outside the mini-app development work.