What do you associate New Year with? We associate this holiday with childhood when it was real magic, and all the emotions and impressions were brighter. Using this insight, we turned the Azbuka vkusa’s holiday offers into an online game. According to the storyline, you go on a gastronomic journey through four New Year’s menus from the Azbuka vkusa brand chefs. The special project was aimed at promoting the New Year's assortment and services and obtaining preferences for online purchases. Every week, players were given new tasks with tests about ingredients, the history of dishes and fan facts. The participants got acquainted with the delivery of original dishes and ready-made festive cooking, catering, New Year's menu of cafes, gift sets and gift packaging service, selective holiday decor. The game was even more enjoyable thanks to promo codes. Users earned points for completing the tasks, and the top 100 players were displayed in a rating table. In the end, the most involved and active of them got prizes. For a whole month, we immersed our clients in a magical world where they tasted the New Year's dishes, played games and looked at everything with eyes wide open. Just as in childhood. Results The conversion from unique users to unique orders is 29% higher than this indicator on the www.av.ru 410% ROI of the project 43,714 rubles is the largest amount of an online order 7,430 of authorized users 125,115 game actions +12% of subscribers on Telegram channel of the brand