As a solution, we chose a unifying experience of New Year preparation. Users were invited to become elf recruits who were trained in Santa's shop to become his assistants and get a sweet title. The elves had to collect all the gifts in three colorful locations. When an elf found a MARS treat, Santa appeared and told who such a gift would suit.
The element of competition and simple object search process in atmospheric scenery motivated the participants to complete the game no less than the opportunity to get a promo code for MARS products. Project results showed that promo codes ran out within the first two days, and information about it appeared on the site but the participants continued to play for several more weeks.