# Gamified In-Airport Activations Haribo's Mobile Games Gives People of All Ages the Chance to Win By Laura McQuarrie | Published 2024-09-25 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/in-airport-activation References: [marketing-beat](https://www.marketing-beat.co.uk/2024/09/20/haribo-wheel-of-fortune/)  In the UK and Europe, confectionary brand [Haribo](https://www.trendhunter.com/trends/haribo-hide-n-seekers) launched gamified in-airport activations that give people of all ages the chance to win branded items and fan-favorite Haribo [Goldbears](https://www.trendhunter.com/trends/haribo). The gamified experience centers on the Giant Wheel of Fortune and Uncover More Fun mobile games, and attracts travelers on the move with a hyper-personalized experience fueled by AI. For this in-airport activation, Haribo worked with customer experience specialist agency [Agency 72](https://www.trendhunter.com/trends/agency-kinetics). "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,” said Agency 72 co-founder Steve Koch. Gamification creates an engaging, memorable experience by transforming the retail setting with opportunities for all-ages interaction. ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 76% | Activity: 89% | Freshness: 29% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **Gamified Retail Experiences:** Gamified retail experiences are transforming traditional shopping venues by integrating interactive and engaging activities. - **AI-driven Personalization:** AI-driven personalization in marketing is revolutionizing customer engagement by crafting bespoke experiences tailored to individual preferences. - **In-airport Marketing Activations:** In-airport marketing activations present unique engagement opportunities by capturing the attention of travelers during their dwell time. ### Where This Applies - **Confectionery:** The confectionery industry leverages gamification to enhance brand loyalty and create memorable customer experiences. - **Travel Retail:** Travel retail is innovating through interactive and personalized marketing strategies that enrich the traveler experience. - **Artificial Intelligence:** Artificial intelligence is being utilized to revolutionize content creation and digital promotions by enabling hyper-personalized marketing. ## Related on Trend Hunter - [Interactive Outdoor Candy Activations](https://www.trendhunter.com/trends/haribo-hide-n-seekers.md) - [Gamified Grocery Activations](https://www.trendhunter.com/trends/asda-checkout-challenge.md) - [Gamified Scent Marketing Experiences](https://www.trendhunter.com/trends/grab-the-sweet.md) - [Gamified Yogurt Tube Campaigns](https://www.trendhunter.com/trends/frubes-freeze-em-campaign.md) - [AR-Enabled Airport Vodka Experiences](https://www.trendhunter.com/trends/swipe-back.md) - [Engaging Airport Activations](https://www.trendhunter.com/trends/immersive-aperol-experiences.md) - [Educational Chocolate Campaigns](https://www.trendhunter.com/trends/ritter-sport-colorful-world-of-chocolate.md) - [Flavor-Filled Airport Pop-Ups](https://www.trendhunter.com/trends/hichew-getaway-mix-layover.md) - [Interactive Convention Activations](https://www.trendhunter.com/trends/interactive-convention-activations.md)