Haribo unveils Giant Wheel of Fortune experience across European airports with new partner Agency 72

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

This experience, powered by Agency 72’s Retail+ digital consumer experience platform, is pitched at travellers in airports across the UK and Europe.

The ‘Giant Wheel of Fortune’ and ‘Uncover More Fun’ mobile game offers a blend of physical and digital engagement.

Shoppers can try their luck at the in-store ‘wheel of fortune’ or scan a QR code to access the digital version of the game. Prizes range from Haribo branded goodies to the chance to win everyone’s favourite Goldbears.

The campaign kicked off at Paris Orly Airport with an 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.

“We are absolutely thrilled to welcome Haribo as our launch client,” says Steve Koch, Co-founder at 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 at Agency 72, adds: “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.”

2024 RTIH INNOVATION AWARDS

Customer engagement is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, Retail Technology Show 2025, and Business France, celebrate global tech innovation in a fast moving omnichannel world.

It’s free to enter and you can do so across multiple categories.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.