THE BIGGEST PARTY ON THE INTERNET
| Title | THE BIGGEST PARTY ON THE INTERNET |
| Brand | UNILEVER |
| Product/Service | MAGNUM ICE CREAM |
| Category |
G01. BRANDED GAMES |
|
Entrant Company
|
LOWE BRINDFORS Stockholm, SWEDEN
|
|
Advertising Agency
|
LOWE BRINDFORS Stockholm, SWEDEN
|
|
Production Company
|
B-REEL Stockholm, SWEDEN
|
Credits
| Mick Van Ettinger |
Unilever |
Senior Vice President Core Impulse Brands Ice Cream |
| Sophie Galvani |
Unilever |
Global Brand Vice President President Magnum And Fruttare |
| Neil Gledhill |
Unilever |
Global Brand Director/Magnum |
| Alper Eroglu |
Unilever |
Senior Global Brand Development Manager Magnum/Cornetto And Fruttare/Digital/Socia L Media |
| Camilla Scognamiglio |
Unilever |
Global Assistant Brand Development Manager/Magnum Digital/Social Media |
| Tina Jarlerud/Daniel Lowe Smedfors |
Lowe Brindfors |
Account Director |
| Oscar Erlandsson |
Lowe Brindfors |
Strategic Director |
| Sofia Jönsson |
Lowe Brindfors |
Executive Digital Producer |
| Rickard Villard |
Lowe Brindfors |
Executive Creative Director |
| Patrik Westerdahl/Petter Lublin |
Lowe Brindfors |
Creative Director |
| Jeremy Phang |
Lowe Brindfors |
Creative |
| Henrik Haeger |
Lowe Brindfors |
Copywriter |
| Tobias Persson |
Lowe Brindfors |
Account Manager |
| Tobias Löfgren |
Lowe Brindfors |
Technical Producer |
| Rasmus Sjöborg |
Lowe Brindfors |
Design Director |
| B/Reel |
B/Reel |
Production |
| Plan8 |
Plan8 |
Production Sound |
Creative Execution
We created ”Pleasure Hunt – The biggest party on the Internet”, where you lead a massive conga line across the web, and round up more people as you dance along. The game stays true to the Pleasure Hunt concept, Magnum’s online campaign since 2010, this time inspired by the classic game Snake. If you want, you can play against other people around the world, in real time. When the game ends, after your conga line has fallen apart too many times from running things, you’re rewarded with a Magnum 25 years special edition – in some markets for real via a coupon.
The 25th anniversary campaign, and the anniversary Silver Magnum, have been hugely successful, pushing Magnum past the billion euros mark. In key markets, such as Turkey, the campaign has created enormous buzz for the product and the brand, as well as engagement with the site, with average time spent of more than 2:30 minutes.
Magnum is an ice cream bar that you love or hate. Since 1989, Magnum has built a loyal following of Pleasure Seekers that fight for their right to enjoy – often by indulging in a Magnum when they feel like it. Today, the Internet is their first stop for pleasure, and the source of so much fun. So of course, when Magnum celebrates its 25th anniversary, with the launch of the limited edition Silver Marc de Champagne Magnum, we wanted to throw the biggest party – on the Internet. Our objectives were to create engagement with the anniversary, to build interest in the anniversary Magnum product, and to drive sales across the Magnum Classic range (the full size Magnums).