Unilever invests in new state-of-the-art digital experiences to build brand awareness
Following the monumental success of Magnum’s innovative digital game series ‘Pleasure Hunt’, the ice cream giant has today announced its continued commitment to investment in digital marketing with two major launches: the highly anticipated Pleasure Hunt 5 Lost Kisses and an exciting interactive experience: Magnum Moodometer.
In 2011 and 2012, the interactive Pleasure Hunt digital game took the world by storm with an unprecedented 23 million players. With new characters, a richer story and a fun twist, the latest instalment is set to follow suit; the game follows a beautiful, young Pleasure Seeker Princess as she comes up against a series of exciting scenarios to save the Prince, kidnapped by the Bad Girls.
Users can play five different games – a first for the Pleasure Hunt franchise – the end goal of each being the discovery of a different Magnum Kiss: five exciting new limited edition ice creams inspired by French patisserie.
This year the game is also playable in a mobile format, pushing the limits of what technology can do to bring the user a fully interactive, smooth and beautiful game, without any downloads or non-standard software, thanks to ground breaking use of HTML5.
In-game integrations with Twitter – a small bird helps the Princess delivering clues through tweets from the Prince – and with makeup brand Make Up ForEver – the Princess uses a giant mascara to fight against the Bad Girls – give the game charming additional touches that appeal directly to its Pleasure Seeker audience.
The launch comes hot on the heels of Unilever’s announcement that it increased digital spend by close to 40% in 2012, and in 2013 Magnum will continue to lead the big investment in this space with its innovative digital campaigns. In line with this investment comes another digital innovation. Magnum is launching a new interactive experience, The Magnum Moodometer, to celebrate new Pink & Black ice creams – two ice creams reflecting the different sides of our personalities.
The Magnum Moodometer lets your mood be the DJ in an online experience where you can explore your mood, using advanced webcam technology to measure how you're feeling. Consumer expressions and dance moves are monitored and measured by the user’s computer, with the music and visuals then reacting and responding accordingly. Analysis of your movements, as you dance your way through the experience, measures your pink or blackness, and generates a result to share with friends before you pick up your perfect ice-cream.
Alper Eroglu, Global Senior Brand Development Manager, Digital & Social Media at Magnum says: “After the successful launch of Magnum Pleasure Hunt in April 2011 and Pleasure Hunt 2 in April 2012, we saw over 23 million players worldwide interact with the game, so we have high hopes that Pleasure Hunt 5 Lost Kisses and the Magnum Moodometer will continue to entice our Pleasure Seekers! At Magnum we’re always looking to re-invent new, exciting concepts to continue building brand awareness and engage consumers – the Moodometer and the Pleasure Hunt saga are great examples of this. We know the digital space is a key channel for our consumers, and we’re dedicated to bringing them increasingly engaging and shareable experiences. Making the game more accessible than ever before, for the first time Pleasure Hunt 5 Lost Kisses will be available in mobile and HTML versions.”
Patrik Westerdahl and Petter Lublin, Creative Directors for Magnum at Lowe Brindfors, commented: “Creating the latest instalment of the successful Pleasure Hunt series has been incredibly exciting! We’ve taken a traditional story line and turned it on its head; the Princess is trying to save the Prince and instead of him being her reward, she is in fact after the Magnum Kiss - the ultimate pleasure! We hope Magnum Pleasure Seekers will agree the game is not only beautiful in design, but it’s also hugely realistic and incredibly fun to play. Magnum Moodometer has also been a fantastic project to work on. The campaigns are totally different in character but have something in common: an engaging idea that invites people to actively take part in a deeper digital experience.”