What Is a Reflex Wall? Branded Reaction Walls and How to Play

A reflex wall is a reaction game in which light-up buttons spread across a surface switch on at random and the player scores by hitting each lit button as fast as possible. When time runs out, a digital counter shows the score; with rules anyone grasps in seconds and a live leaderboard, it keeps a queue going at stands and foyers.

In the video below you can see a wall we set up for a hair care brand at an outdoor festival: a surface in shades of pink, covered with product images and butterflies, turquoise buttons placed between them and red digital counters on top.

How is a speed reaction game played?

1. The player steps up to the wall, the host starts the game and the counter begins its countdown.
2. One of the buttons lights up; when the player hits it the light goes out and another button lights up immediately.
3. Every light switched off during the round is added to the counter as a point.
4. When time is up the score stays on display, the host records it on the leaderboard and the next player steps in.
5. At the end of the day the top scores can be rewarded, or teams can compete on combined points.

Speed alone is not enough: the eyes have to scan the whole wall while the hand heads for the right button. That is why the game tests both reflexes and attention, and players of all ages can join easily. With our Reflex product, tasks can change from round to round and the pace can be raised; our team handles setup, game management and scoring.

How do you design a branded reflex wall?

The reflex wall's greatest strength is that its surface is advertising space. The player and the crowd watching them look at the wall for minutes, so when the design is planned well the products become part of the game. In the setup in the video, the brand's product packaging was placed between the buttons, the colour palette and decorative elements followed the campaign's visual language, and the wall was framed with tulle.

• Place products near the buttons: the player's eye lands on them with every light.
• Use campaign colours: the wall is recognisable as the brand's stand even from a distance.
• Make the leaderboard visible: visitors who watch it want to join the queue.
• Match the prize to the brand: a product gift for the top score strengthens the link between playing and the brand experience.

Where is a reflex wall used?

Trade fair and festival stands, shopping mall activations, launches, conference foyers and in-house company events are the most common settings. Since one game lasts from a few seconds to a minute, turnover is high and hundreds of people can play over a day. The main cost factors are the length of the event, the number of walls, the wrap and brand design, the prize concept and the city.

We described how this game was received at an event in our reflex wall reaction race post; for an example paired with another stand game, see our Instreet stand post.

Frequently Asked Questions

If you would like a reflex wall designed around your brand for your stand or event, contact us and we will plan the design, the game concept and the prize flow together.