Magnum Promo, Case study PLEASURE HUNT by Lowe Brindfors Stockholm

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Industry Ice cream & Cold desserts
Media Promo & PR, Case study
Market Sweden
Agency Lowe Brindfors Stockholm
Art Director Petter Lublin, Patrik Westerdahl
Copywriter Henrik Haeger
Account Supervisor Tina Jarlerud, Pia Stenberg
Released April 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: UNILEVER
Product/Service: MAGNUM ICE CREAM
Date of First Appearance: Apr 13 2011
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Entry URL:
Art Director: Patrik Westerdahl (Lowe Brindfors)
Art Director: Petter Lublin (Lowe Brindfors)
Copywriter: Henrik Haeger (Lowe Brindfors)
Strategy Director: Oscar Erlandsson (Lowe Brindfors)
Account Supervisor: Tina Jarlerud (Lowe Brindfors)
Account Supervisor: Pia Stenberg (Lowe Brindfors)
Digital director: Mårten Forslund (Lowe Brindfors)
Digital Producer: Lisa Flacké (Lowe Brindfors)
Digital Producer: Sofia Jönsson (Lowe Brindfors)
Technical Producer: Tobias Löfgren (Lowe Brindfors)
Designers: Ellinor Bjarnolf/Rasmus Sjöborg (Lowe Brindfors)
Production Company: B-Reel (B-Reel)
Production: B-Reel (B-Reel)
Sound Design: Plan 8 (Plan 8)
Media placement: Web - Online - 13 April 2011

Insights, Strategy & the Idea
”Pleasure seekers”: Urban adults (average age 27 years), slightly more women than men, who spend a lot of time on the Internet. They also like ice cream.

To the Pleasure Seeker, the Internet is the first stop for pleasure – here they find, hear about and enjoy pleasure.

Pleasure Seekers are avid gamers. Also, the game plays out online – on sites where the target audience feels at home. Finally, it’s a fun and interesting twist to the medium itself.

To Magnum the idea brings the positioning “For Pleasure Seekers” to life. It also has a clear focus on the product and its main ingredient (bonbons), making the product the hero of the activity.

Creative Execution
The brief was to launch Magnum Temptation ice cream online, to create a solution that would engage ”Pleasure Seekers” and make them share and share and share it.
So we created something that has engaged people for decades: a classic platform game, where you collect chocolate bonbons (the main ingredient in Magnum Temptation). But we expanded the platform a little. We used the Internet. We teamed up with real international brands and made unique scenarios on their sites. The Pleasure Hunt is a fully interactive experience where you run, jump, drive and fly across the Internet. After playing, people could engage friends on Facebook and by email to try to beat their score. And people really got engaged, but more on that later.

Results and Effectiveness
The campaign has only been soft launched, without any bought media, when this is submitted. Even so, in its first week the Pleasure Hunt had 1,038,573 visitors, spending an average of 7.58 minutes on the site, a 3.88% bounce rate, and 129,250 clicks from Facebook (share). And on Thursday April 14, 2011 it was the most tweeted URL in the world.

The brief was to engage the target audience and get them to share The Pleasure Hunt in social media. Even if the site is just days old this has clearly been achieved.

Since the campaign has only just been launched, these results are yet unavailable.