MullenLowe Profero, the experience-led digital transformation partner within MullenLowe Group, has today launched Unilever’s first-ever Snapchat game in partnership with MediaMonks. The game, Magnum Pleasure Fair, will be available at their Pleasure Store on Regents Street, London from July 10th.
Magnum Pleasure Fair is an AR game that builds upon the success of Magnum Pleasure Store by creating an interactive and playable version of the pop-up store. It turns a visit to the Magnum Pleasure Store from an indulgent destination to a truly playful experience. In the game, players must capture as many of the limited edition LookBook Magnums as possible before the chocolate bubbles fill the screen.
Now in its seventh year in London, the Magnum Pleasure Store gives visitors the chance to personalise their own Magnum through a range of toppings and custom colours.
Consumers wanting to play the Magnum Pleasure Fair will have to scan a unique code into Snapchat when they visit a Magnum Pleasure Store. The game aims to turn any visit to a Magnum Pleasure Store into a playful experience, bringing to life this year ‘Never Stop Playing’ campaign.
Lauren Gray, group account director at MullenLowe Profero said: “With the brief of creating an engaging in-store experience at Magnum’s Pleasure Stores, we created an exciting AR game that is a playful and simple way to engage with consumers and in particular Gen Z.
The new game builds upon our previous exploration of the brand-building value of lens engagement and perfectly unites the experiential nature of Magnum’s Pleasure Stores with the increased expectation from consumers to shop in more immersive physical spaces.”