Confectionary brand Haribo has partnered with customer experience specialist agency Agency 72 to unveil a set of gamified in-airport activations in the UK and Europe.
The ‘Giant Wheel of Fortune’ and ‘Uncover More Fun’ mobile game allows shoppers to test out an eye-catching wheel of fortune or scan a code to access the digital version of the game.
With prizes ranging from Haribo-branded items to the chance to win hit favourite Haribo Goldbears, the activation is directed at people of all ages.
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The campaign first kicked off at Paris Orly airport and is set to roll out across other major hubs including Warsaw Chopin airport and eventually goes global with a touch down in Argentina later this year.
Founded by retail technology veterans Chris Mina and Steve Koch, Agency 72 is focused on in-store consumer engagement for brands and specialises in interactive experiences within retail environments.
“We are absolutely thrilled to welcome Haribo as our launch client,” said Agency 72 co-founder Steve Koch.
“Inspired by working on the challenges faced by global brands over many years, leaps in technology with AI have enabled Retail+ to revolutionise content creation, promotions and digital experiences,” he continued.
“We can’t wait to bring innovative ideas to life, helping Haribo build even deeper relationships with their loyal customers, in-store and beyond!”
Agency 72’s other co-founder Chris Minas added: “Retail+ is all about attracting customers on the move and instantly engaging them via a variety of hyper personalised retail experiences powered by AI. For Haribo, our Gamification feature is a powerful marketing tool because it taps into basic human psychology, making interactions more engaging, memorable, motivating and fun!!”
The ‘Giant Wheel of Fortune’ is a fantastic example of how we can use technology to create engaging, personalised experiences that resonate with consumers.”
