MAF 12-Hour Sale — Buzzer Spin to Win

01 / Challenge

Urgency into excitement. In 10 days.

For the 12-Hour Sale at Mall of the Emirates, City Centre Deira, and City Centre Mirdif, Majid Al Futtaim needed an activation that embodied the sale's urgency and drove registrations — going live across three flagship malls simultaneously. The entire system had to be designed, built, and deployed in just 10 days.

02 / Idea

Make time the game mechanic.

PXL+ developed a fully custom phygital buzzer 'Spin the Wheel' game built around the 12-hour countdown itself. Players pressed a physical buzzer to stop a live timer, winning if they landed exactly at 00:00:12. The entire game was synchronized with the master sale timer and automatically shut down at the 12-hour mark — making urgency the experience.

03 / Execution

Three malls. One synchronized system.

Shoppers registered via tablet before the promoter triggered the game through a centralized CMS. A live LED countdown sequence began, and the physical buzzer stopped it. The system managed automatic prize redemption and real-time inventory across all three locations — ensuring controlled distribution, seamless tracking, and zero downtime throughout the 12-hour window.

04 / Results

Queues from opening to closing.

All three locations experienced continuous participant queues from start to finish. The activation generated 500+ participants per location and 1,500+ total participants across the campaign. All prizes were fully redeemed, and sustained footfall spikes were recorded throughout — turning retail time pressure into pure entertainment.

Results

Numbers that speak volumes.