Haribo, the beloved confectionery brand, has partnered with newly launched consumer experience specialist, Agency 72, to unveil an exciting new in-airport activation: the ‘Giant Wheel of Fortune and the Uncover More Fun game’.

This engaging experience, powered by Agency 72’s innovative Retail+ digital consumer experience platform, is set to delight travellers in airports across the UK and Europe.

The ‘Giant Wheel of Fortune’ and ‘Uncover More Fun’ mobile game offers a unique blend of physical and digital engagement. Shoppers can try their luck at the eye-catching in-store ‘wheel of fortune’ or scan a QR code to access the digital version of the game. With prizes ranging from Haribo-branded goodies to the chance to win everyone’s favourite Goldbears, the activation promises fun for all ages.

The campaign kicked off at Paris Orly Airport with a unique Olympics theme, and is set to roll out to other major hubs including Warsaw Chopin Airport. Later this year, the ‘activation will also touch down in Argentina, bringing a taste of Haribo fun to travellers across the globe.

“We are absolutely thrilled to welcome Haribo as our launch client,” said Steve Koch, co-founder of Agency 72. “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. We can’t wait to bring innovative ideas to life, helping Haribo build even deeper relationships with their loyal customers, in-store and beyond!”

Chris Minas, co-founder of Agency 72, 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.”

Agency 72 was formed by retail technology veterans Steven Koch and Chris Minas and aims to revolutionise in-store consumer engagement for brands, merging physical and digital and enabling them to create dynamic, interactive experiences that captivates shoppers, transforming traditional retail environments.