Superdrug is promoting its mobile network with a doughnut-dipping station at Westfield London.
The retailer launched Superdrug Mobile in June and is creating "SIMcity", which it is calling "an Instagram paradise".
It will encourage students to jump into a ball pit to search for hidden SIM cards, get "glittered up" for a selfie in a 180-degree gif booth and create toppings for doughnuts.
The activation is part of the sixth annual Student Event of the Year, which takes place on 4 October at the Stratford shopping centre and 5 October at the west London location.
