How to launch a branded promotional website with elements of game mechanics for an FMCG giant in a month: case study – Joint promotion of VkusVill x MasterCard on the Wix platform
- Kirill Pronin
- Aug 7
- 5 min read
"This covid-era project is a great example of how we solved non-standard tasks back on the classic Wix editor. Today, with the advent of Wix Studio, our possibilities have become almost limitless. We create fully responsive web applications that meet the strictest European standards for security and accessibility right out of the box."
Challenge: A special project with a burning deadline and no internal team involved
Roman, a manager from VkusVill*, approached us with a task familiar to many in large companies. A cross-promo campaign with MasterCard "Unforgettable Bag" required a separate, brightly-colored branding. At the same time, the internal development and design team was loaded with major tasks.
The promotion itself was a smart solution at the intersection of ecology and loyalty program. Customers were offered a branded reusable bag as an alternative to plastic bags. Each bag had a unique QR code that linked the bag to an existing loyalty card. When the code was scanned at checkout, the owner would receive extra points for purchases with that bag. The branding had to not only tell about the promotion, but also engage users in these game mechanics.
*VkusVill is a retail chain with over 1,500 stores with a focus on natural products without unnecessary additives.
The client's pain was not only in the tech, but also in the risks:
Timing: The project needed to be launched "as early as yesterday." Any delay threatened to derail the marketing campaign.
Support: A guarantee was required that the site would not just be delivered, but would receive technical support after launch.
Analytics: It was important not just to launch the page, but to track user engagement in real time and collect statistics to evaluate the effectiveness of the campaign.
The project required a fast and reliable solution that would allow the client to focus on marketing rather than technical aspects and problems.
Solution: Speed, creativity and analytics on the classic Wix editor
We proposed a strategy focused on speed and flexibility. The workflow was built asynchronously via email, which allowed for efficient collaboration despite tight schedules.
Step 1: Brand Adaptation and Concept Selection
The client provided us with ready-made content and guidelines. Our task was to adapt the brand identity to fit the more playful and friendly tone of the special project. Out of three proposed concepts — poster, classic and illustrative (see videos) - Roman chose the last one.
Why was it important? The "airy" design with custom icons in corporate colors best conveyed the creative and caring mood of the campaign. It invited dialog rather than just informing, which perfectly matched the goal of engaging the audience.
Step 2: Develop the interactive mechanics on Wix Velo
The centerpiece of the branding was a voting system for the most beautiful bag. Instead of integrating third-party services, we implemented it based on Wix Velo (then Corvid) and the built-in CMS.
How did it work? We created a database where each bag had a unique ID. When voting, the counter in the table was updated. To simplify the coordination of legal documents on personal data processing, we assigned each user an anonymized ID in the local browser memory. This allowed you to vote only once without collecting personal information.
Why was this important? This solution gave the client full control over data and analytics in a single Wix interface and eliminated the complex process of coordinating documents with legal counsel.
Step 3: Iterative data-driven improvement
After launch, we didn't stop. Wix's built-in analytics tools showed that users were actively engaging with the site. To amplify the effect, we updated one of the screens to visualize the benefit of the bag.
Example: "9 trips to the store with a bag = free milk carton", "17 trips = avocado as a gift".
Why was this important? This move turned abstract bonuses into an objectified, understandable benefit, which had a direct impact on users' motivation to participate and return to the store.
Interesting detail: Shattering myths about Wix's performance
One of the unspoken challenges of the project was the preconception that a Wix site might not be able to handle the high traffic from a promotion of this magnitude. The project for TasteWill was the perfect opportunity to prove otherwise. The site, created on the classic editor, not only withstood all the loads, but also showed stable performance, confirming that the Wix platform was already a powerful tool for serious marketing campaigns.
Results: A ready-made marketing tool in 1 months
Quick launch: A fully functional landing page with game mechanics was developed and launched in a short period of time - just a month.
Client gained independence: Thanks to the user-friendly CMS and built-in analytics, the manager could independently monitor statistics and make quick changes if necessary.
Marketing value was created: The website not only informed about the promotion, but also engaged the audience through interactivity, building trust in the brand.
Long-term partnership: The success of the project led to continued cooperation with the company in other areas
Developing promotional games and lendings for brands in Europe
Is your company in need of a creative lending site for a marketing campaign? We at Parnii (Berlin) specialize in developing branded web games and promotional websites on Wix Studio. We can help you quickly test a hypothesis and launch a project that will attract customers and increase their loyalty. We ensure full compliance with modern European requirements (GDPR, European Accessibility Act). We work with clients in Russian and English.
FAQ (Frequently Asked Questions)
My company is not located in Germany. Do you work with clients from other European countries?
Yes, absolutely. We are located in Berlin, but we run projects completely remotely, effectively communicating with clients in Russian and English all over Europe.
How safe is the Wix platform for promotions in Europe?
Wix is an enterprise-level platform with the highest security standards. It provides all the necessary tools out-of-the-box to comply with GDPR and the latest EU directives on digital accessibility, which is critical for the European market.
We already have a main website on another platform. Can you make only a lending site for a special project?
Of course. This is one of our key services - quick launch of independent special projects for companies that don't have the internal resources to do so. We can easily adapt to your existing brand.
What's the difference between the classic Wix editor and the Wix Studio you're working on now?
The classic editor was a great tool for its time, but Wix Studio is a huge step forward. It gives us complete freedom to create complex, fully responsive websites and web apps, advanced animations and team collaboration tools that are ideal for complex marketing projects.
