In the past few days we have seen Unilever reveal a multi-platform campaign for its Magnum Infinity ice cream. We see the company keeping its promise to increase its digital activity and even combine it with OOH.
On the 3rd of April Unilever has launched a sequel to its hit game Magnum Pleasure Hunt. One year ago, the game attracted 7 million players
who each spent an average of 5 minutes guiding a female character across a variety of websites and collecting Magnum bon bons. This year, in Magnum Pleasure Hunt 2 Across the Globe
, we see her hopping across the world's most exciting cities; from flying balloons in Paris to surfing in Rio de Janeiro. The creator, Lowe Bridfords (Volkwagen The Force
), has taken over 6,500 photographs and worked together with Bing maps to create the 3D world.
The campaign runs in vein of Unilever's announcement in 2011 to increase its digital marketing spend by 15% and to up its digital activity in attempt to truly engage with their consumer. In March we have seen Magnum Infinity make the most of NFC and QR when they ran a campaign across the entire Reading outdoor network, which is wholly NFC-enabled. Magnum linked OOH with digital and social media thus taking advantage of the previously elusive opportunity to connect with the target consumer on-the-go. Today we can also see Infinity on trams and outdoor panels in Dublin. Perhaps, just like our heroine in the game, it might make an appearance on other city panels across the globe...