Pyaterochka has launched a joint promotion with Atomic Heart — the collaboration has gone beyond the game and moved into offline.
The retailer's stores have launched a campaign in the style of Atomic Heart: purchases earn "atomic hearts" that can be accumulated and used to enter prize draws. The mechanics refer to the game's universe and are built into the usual shopping process.
At the same time, themed sets have appeared on sale — the so-called "atomic ration", designed in the style of the project. Prizes include merchandise, equipment and major awards, including a car.
At the same time, the collaboration itself affects the game: in one of the Atomic Heart DLCs, brand integration is built directly into the plot.
The partnership covers two levels at once — gaming and offline, linking them into a single campaign.
Read more on the topic:
