A good brand activation gets people to stop, take part and remember who put it there. Custom prize games are one of the most reliable ways to do that. A wheel, a carousel or a reveal gives visitors something to do as well as something to look at. The difference between a game people line up for and one they walk past usually comes down to the build.
Below we cover what makes a prize game work at an activation, using a recent DSS job as the example: the Velocity Rewards activation prize carousel.
What makes a brand activation in Melbourne stand out
Melbourne shopping centres, events and expos are full of banners and pull-up stands. Those do a job, but a brand activation needs more. In our experience, the activations that work tend to share a few traits:
- Something moves. Motion catches the eye from a distance much better than a static panel.
- The visitor gets a payoff. A prize, a reveal or a moment of suspense gives people a reason to step in.
- The theme carries through. The structure, graphics and lighting all tell the same story, so the brand is clear even in a photo.
- It works reliably all day. A game that jams or needs constant fiddling costs you staff time and goodwill.
A custom prize game can do all four, as long as it’s designed and built as one piece rather than a set of parts bolted together.
Case study: the Velocity Rewards prize carousel
The brief was a working prize carousel that felt like part of a travel-themed experience. Mystery rewards had to travel from the back of the display to the front on customised conveyor belts, framed by a branded wall, illuminated openings and a curved finish.
Sourcing the moving parts on a short timeline
The production window was short. DSS sourced conveyor sections custom-made for the project in China and had them airfreighted to Australia. When the sections arrived, our workshop adapted them to the display. We removed or repositioned guard rails, and moved power boxes and wiring towards the front so they could still be reached after the surrounding structure was finished. That meant staff could load prizes at the back and have them travel around to the front where visitors were standing.
Building around the moving parts
With the mechanism sorted, we built the display around it. A form-ply wall with openings let the prizes pass through, and form ply also made up the inner deck and the shelf around the conveyor. We routed timber components to house red lamps around each opening, then connected the lamps to an indicator relay to create a flashing sequence.
Finishing: graphics, lighting and surfaces
HIPS was shaped and sanded around the curved front skirts, and ACM composite board gave the track surrounds a smooth finish. Branded decals, LED strips along the front and a screen showing suitcase imagery completed the display. In the finished carousel, rewards travelled through the lit openings and around the front, beneath the “1POINT REWARDS CAROUSEL” backdrop.
You can watch it running on the case study page.
Lessons for your own custom prize game
The Velocity job shows several things worth planning for, whether you want a carousel, a custom prize wheel or another kind of game.
1. Start with the mechanism
Moving parts set the dimensions, the power requirements and the lead time. Lock them in first and design the structure around them, not the other way round.
2. Plan for access after it’s closed up
When the cladding goes on, hidden wiring becomes hard to reach. Moving power boxes and wiring to the front on the Velocity build meant they could still be serviced after completion. Ask your builder how they’ll handle maintenance and reloading prizes during the event.
3. Let lighting do the work
Flashing lamps around the openings and LED strips along the front turned a conveyor into a show. Illuminated elements add a lot of energy to an activation without adding more moving parts.
4. Pick materials for the shape you need
Curves, flat panels and structure each suit different materials. On this job that meant form ply for structure, HIPS for curved skirts and ACM for smooth surrounds. Raised branding such as 3D lettering can add depth to a backdrop as well.
5. Allow time, or allow for freight
A short timeline doesn’t have to rule out custom parts, but it does affect how you source them. Airfreight was what made this job work. Tell your builder your event date as early as you can.
6. Think about the whole footprint
The game is the centrepiece, but visitors also need to see it from across the floor. Pair it with exhibition displays, banners or a branded wall so it reads from a distance. Our trade show display checklist covers the rest of the set-up.
Where DSS fits in
Custom prize games sit across several trades: fabrication, electrical, printing and graphics. DSS handles custom builds and cut-out fit-outs in-house from our Frankston workshop, alongside the signage and print that brand the finished piece. Keeping it under one roof makes it easier to fit the mechanism, structure and graphics together.
FAQ
What is a brand activation?
A brand activation is a live, hands-on experience that gets people interacting with a brand. Examples include a prize game at a shopping centre, an expo stand with something to try, or a themed display at an event.
Can you build a custom prize wheel or carousel?
Yes. Prize games are custom builds, so each one is designed for the brief. The Velocity Rewards carousel used adapted conveyor belts, lighting and branded graphics.
How early should I brief a prize game build?
As early as possible, especially if it includes moving parts that need to be sourced. Short timelines can be managed, but they may need things like airfreighted components.
Do you work outside Frankston?
We’re based in Frankston and work across Melbourne. Get in touch with your location and event date.
Plan your next activation with DSS
Have a brand activation in Melbourne coming up, or an idea for a custom prize game? Send us your brief and event date and we’ll talk through how to build it.
DSS, Unit 4, 30 New Street, Frankston VIC 3199
Phone: 1300 309 735
Contact DSS