The business task
Connect the Prostokvashino promotion to a game people could return to. The retained service specification links registered promotional codes to the virtual balance in the “Grow a Cow” game.
DANONE / PROSTOKVASHINO / GROW A COW
Choose a cow.
Grow a brand story.
Prostokvashino’s familiar world became the setting for a virtual-cow game. Character customisation and care connected a product promotion to an ongoing playful experience.
Explore the project
THE PROJECT
The participation mechanic
Matroskin introduces the farm and invites the player to choose a cow. Production artwork contains customisation, feeding, care and progression elements; registered campaign codes supply the game’s virtual balance.
What the project materials show
The Keiss Media archive retains game interface artwork, character assets, website production files and a service-integration specification. These establish concrete digital game work, rather than only a brand name in a client list.
HOW THE EXPERIENCE CONNECTS
From a brand idea
to an audience action.
Choose
Character customisation starts the experience.
Care
Game artwork includes feeding and farm-care elements.
Connect
Registered promotional codes link to the game balance.
THE PRODUCTION IDEA
The product promotion had somewhere to lead.
The interesting production problem is the connection between a physical product promotion and a game: campaign participation feeds a virtual balance, and that balance belongs to a recognisable brand world.
Project reference material
The case is supported by the grow-a-cow artwork, hg_cow website production files and the 2013 “Letter to Pechkin” service specification. The exact division of responsibility across the entire promotion is not established; full campaign authorship, marketing strategy and performance are not claimed. Operational service URLs, identifiers and promotional codes are not reproduced.
- Commissioning context
- Prostokvashino / Danone brand history
- Presentation
- The cover is a contemporary presentation based on retained project materials. Device frames and the English visual treatment are new; the original project evidence remains below. The presentation does not establish additional historical work or outcomes.
