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A collaboration between the shopping centre and the animated series "Fixiki"
Fixing the Fun at MEGA Khimki
- Reading time: 3 minutes
Client:
INGKA Centres in partnership with Fixiki
Fixiki — the #1 science-themed animated series in the Russian-speaking market.
MEGA Khimki, one of the leading shopping and entertainment centres with 200+ stores, food courts, and family recreation zones, continues to strengthen its MEGA Friends loyalty programme, focusing on family audiences.
As part of this initiative, MEGA Khimki hosted a large-scale collaboration with Fixiki, turning education into play.
Challenge:
To create a family-focused event that would attract parents and children, increase weekend traffic, and reinforce MEGA positioning as a destination for family entertainment and learning.
Solution:
We developed a two-day Fixiki Festival, centred around an educational quest designed for children.
To receive a prize, kids needed to complete at least three science-themed workshop stations and collect stamps in their quest passport. Those who completed all five stations advanced to a guaranteed prize raffle, ensuring continuous motivation and engagement.
To receive a prize, kids needed to complete at least three science-themed workshop stations and collect stamps in their quest passport. Those who completed all five stations advanced to a guaranteed prize raffle, ensuring continuous motivation and engagement.
Execution:
- Themed Venue & MaterialsStep 1We transformed the atrium into a vibrant Fixiki-themed festival space, complete with interactive zones, workshop areas, and a stage for shows. All mechanics were fully supported with branded passports, stamps, and ambient advertising across the mall to drive awareness and participation.
- Quest & MEGA Friends IntegrationStep 2Parents registered in the MEGA Friends app to participate in the prize draw, while children received their quest passports. Each of the five educational workshops offered a stamp upon completion:
3 stamps = guaranteed gift
5 stamps = entry to the grand prize draw. - Engaging Programme & ShowStep 3Throughout both days, guests enjoyed a variety of interactive activities and workshops. The highlight was the Fixiki live show, which gathered the entire audience for a shared, emotional finale — creating the perfect family moment.
- Results & RewardsStep 4After the final draw, prizes were awarded to the most active participants. We also collected comprehensive analytics — total visitors, new MEGA Friends registrations, and engagement across each quest stage.
Results:
- 2,800+visitors in just two days
- 360new MEGA Friends registrations
- 545children completed all 5 quest stages — demonstrating exceptional engagement
- 720children completed at least 3 stages — proving the success of the multi-level motivation system
Project Team
- INGKA CentresClient
- Kate SichkarSICHKAR GROUP founder
- SICHKAR GROUPAgency team
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