Here is the latest global campaign from Magnum, this time to launch the all new Magnum Temptation Hazelnut ice-cream. To do that, they’ve created an Advergame called “Magnum Pleasure Hunt Across The Internet” and it follows the concept pioneered by the Lynx Party Across The Internet campaign, but this is much more Advergame, than the Lynx experience.
Lowe Brindfors teamed up with B-Reel to create the campaign that takes you through about 20 well known websites as you chase Bon Bons, the special ingredient in the Magnum Temptation Hazelnut ice-cream. The idea is to capture all 100 Bon Bons as you join the Magnum Pleasure Hunt Across The Internet, its not easy, but it can be done! Most of all, you’ll enjoy the experience, the creative is great and the production done amazingly well on green screens… Once you are finished the pleasure hunt, its time to load up the leaderboard and challenge your Facebook friends.
While I love the experience and fantastic execution, this concept has been done a few times before. For me, it’s just a little too long, averaging about 5 minutes start to finish… What do you think?
Would love to hear your thoughts on this kind of digital experience…
I agree, love this idea but not sure that it’s captivating enough to spend 5 mins on it.
Great idea and nice execution – reminds me a bit of Sour’s interactive music video. Perhaps an additional layer of social integration would have brought it to the next level. Would have liked to see the character run through your facebook/twitter page.
Agree. Way too long… was bored half way!
I heard that Magnum want’s it to localize it to the markets. Its ok when its with other unilever brands such as dove and bed-head but Saab or Urban ears too specific to be localized. Great production by the way thanks to B-reel.
Production is brilliant, strange they’ve gone with a branding exercise over a contest entry at the end but overall I’m bloody impressed.
Travelling through, it almost feels like a Cool-Hunter partnership…
We spent 20 minutes on this this morning and loved it. Went out immediately to go any buy the new ice-cream and couldn’t find it anywhere. Newsagent had just had a in store promotion update from the rep and knew nothing of it. Customer journey fail.
[...] http://www.digitalbuzzblog.com [...]
[...] Magnum Pleasure Hunt Across The Internet [...]