Magnum, the Unilever-owned ice-cream brand, is working with Kendall Jenner, the fashion model part of the Kardashian reality-show family, to launch a new variant at the Cannes Film Festival.
MullenLowe Profero has helped to launch Magnum Double on Twitter's Promoted Moments. The content features behind the scenes insight to events that Magnum is holding at Cannes this week with a combination of videos, images and gifs.
Images include Jenner dipping the ice cream in chocolate at the Magnum Dipping Bar, which has a variety of flavours.
The deal was brokered by Mindshare.
Zoe Eungblut, global senior digital brand manager at Unilever, said: "We pride ourselves on being a pioneering brand, especially when it comes to digital, so using this innovative format for the event was the perfect fit. It will allow us to control the content and tell our story in our own words, whilst inviting Twitter along for the ride.
"It allows us to behave like a publisher, generate conversations around Magnum Cannes, maximise exposure and ensure that the link back to our brand new product, Magnum Doubles, stayed front and centre."
Magnum is pushing its digital marketing, having partnered with Shazam earlier this week for its "release the beast" global campaign. The media was planned and bought by Mindshare while MullenLowe Profero handled the creative.
The public can Shazam the ads to watch the spot, take part in a quiz, and find a link to High Ball Stepper by Jack White, which is featured in the ad.