Confectionery giant Haribo has joined forces with customer experience specialists Agency 72 to unveil a series of gamified in-airport activations across the United Kingdom and Europe.
The activation aims to captivate travellers with fun and interactive experiences, combining digital innovation with Haribo’s beloved treats to create a memorable customer journey.
Introducing ‘Giant Wheel of Fortune’ and ‘Uncover More Fun’
At the heart of this new campaign are two unique features: the ‘Giant Wheel of Fortune’ and the ‘Uncover More Fun’ mobile game.
These experiences, available in physical and digital formats, invite travellers to spin an attention-grabbing wheel or scan a QR code to access the mobile version. Participants have the chance to win Haribo-branded prizes, with the ever-popular Haribo Gold Bears as a top reward.
Aimed at people of all ages, the activation creates a sense of excitement and anticipation as consumers interact with the brand in an engaging and playful way.
From Paris to Warsaw and Beyond
The campaign made its debut at Paris Orly Airport, with plans to expand to other key European travel hubs, including Warsaw Chopin Airport.
The activation is slated to go global later this year, with Argentina set to be one of the first international locations outside of Europe.
This worldwide rollout signals a strategic move by Haribo to engage a diverse, international audience by bringing fun and excitement to airports – spaces that have become pivotal for brand experiences.
The Vision Behind Agency 72
Agency 72, founded by retail technology experts Chris Mina and Steve Koch, is renowned for its focus on in-store consumer engagement. With extensive experience in retail and leaps in AI-powered technology, Agency 72’s interactive solutions have made waves in the retail sector.
According to the co-founders, partnering with Haribo is a significant milestone, marking their agency’s launch into the world of large-scale brand activations.
They are absolutely thrilled to welcome Haribo as their launch client. Furthermore, advancements in AI technology have allowed them to revolutionise content creation, promotions, and digital experiences, and they can’t wait to bring these innovative ideas to life for Haribo.
The second co-founder added that the gamified features are just the beginning of Retail+ – a concept they’ve developed to attract and engage customers on the move. Retail+ is all about creating hyper-personalised experiences that instantly engage travellers and leave a lasting impression.
They also went on to add that their collaboration with Haribo shows how technology can elevate customer experiences and build deeper brand loyalty.
The Power of Gamification in Marketing
For Haribo, gamification offers a dynamic approach to consumer engagement. By tapping into basic human psychology, interactive games like the ‘Giant Wheel of Fortune’ motivate, entertain, and create a more memorable connection with the brand.
What’s more, the blend of physical and digital experiences ensures that travellers can engage with Haribo’s iconic products in new and exciting ways, further enhancing brand recognition and loyalty.
Conclusion
Haribo’s partnership with Agency 72 marks a bold step into the future of consumer engagement, blending fun, technology, and human interaction.
Through the launch of gamified airport activations like the ‘Giant Wheel of Fortune’ and the ‘Uncover More Fun’ mobile game, Haribo is set to transform airport retail experiences across the globe.
With Agency 72’s expertise in AI-driven consumer engagement and the global reach of this campaign, Haribo is well-positioned to create lasting connections with travellers, ensuring their beloved confectionery continues to sweeten the journey for consumers worldwide.
