MAF Giant Gumball

01 / Challenge

Create a simple experience people can't walk past.

For Majid Al Futtaim's DSS 2024 campaign, the objective was a simple, fun, and instantly rewarding experience for mall shoppers — one that aligned with the 'Road to Rewards' campaign and generated consistently high daily engagement across multiple locations throughout the sale period.

02 / Idea

The gumball machine, reinvented.

PXL+ designed a fully automated gamified activation built around a giant, custom-fabricated gumball machine. The machine's scale made it impossible to ignore, while its simple game mechanic — synchronized with mechanical reward dispensing — gave shoppers an irresistible reason to stop, play, and return.

03 / Execution

Designed, developed, and managed end to end.

PXL+ handled the full scope: concept, hardware fabrication, software development, and on-site management across three mall locations. The synchronized mechanical and digital systems ran reliably throughout the campaign, enabling instant reward delivery and repeat engagement without operational downtime.

04 / Results

Extended. Then extended again.

The activation ran for 28 days across three locations before being extended for an additional 17 days based on sustained performance. It generated 8,100 total participants, 180 average daily engagements, and 300+ on weekends. It has since been confirmed for redeployment across additional MAF locations during DSF 2024–2025.

Results

Numbers that speak volumes.