Interactive Games for Festival Activations | NIVEA SUN
We joined NIVEA SUN and Cancer Research UK (CRUK) on their Sun Safety Tour, to kick off the summer and promote sun safety in a way that felt light, fun, and on-brand.
The aim was to connect with festival-goers through a simple, engaging experience that would leave them with a positive impression – and a reminder to stay protected in the sun
Festival Fun with the One Arm Bandit: Interactive Prize Tech in Action
The Brief
Experience agency Dentsu approached Noonah on behalf of NIVEA SUN and CRUK with a clear objective: they needed a crowd-pulling activation that would communicate NIVEA SUN’s sun safety messaging in a fun and memorable way.
The experience also needed to provide a seamless mechanism for giving away sunscreen samples and branded summer merch.
Our Approach
To bring the campaign to life, we set up our One Arm Bandit activation inside the NIVEA SUN & CRUK Sun Fair. The game was styled like a traditional slot machine, but with a sun-care twist: each reel showed a different stage of sun protection. Match all three, and guests walked away with a sun-safe prize.
The UI and hardware wrap was fully NIVEA-branded, matching the wonderful experience design by Dentsu Creative.
The mechanic was simple – pull the lever, watch the reels spin, and see if you land a win. It was quick to play and easy to understand, making it ideal for a busy festival environment where attention spans are short but energy is high.
The activation drew a steady crowd throughout the weekend. Whether they won or not, guests left smiling – and often with merch in hand.
It was a fun way to keep NIVEA SUN and CRUK’s sun-care message front of mind, while giving people something memorable (and useful) to take away.
Results
The NIVEA SUN x CRUK Festival Tour brought engaging, interactive moments to crowds across the UK, with our One Arm Bandit providing a light-hearted way to promote sun protection.
From Tramlines to Birmingham Pride, the experience offered simple gameplay, instant prizes, and an easy way for attendees to connect with the campaign message.
Planning a festival activation, brand tour or pop-up?
Our interactive tech can bring your campaign to life—get in touch to see how we can tailor the experience to your brand.
