Results and Effectiveness

•Number of installs of the Magnum “Special Treatment”: +6 million times. •15 million impressions and almost 300,000 participants: 10 times more than 2008. •The number of Magnum sticks used to attend online games increased by 5 times this year.

Creative Execution

Consumers buy Magnum ice-cream and get the unique code on the stick in order to play the APP and get free mobile magazine with fashion, trend, health and other useful information. They can also play a “lucky draw” with the code to get a ticket for a park carnival or a box of Magnum. The “special treatment” has three reward levels: 1. The highest points winner gets their own “personal party” with friends – and a local celebrity 2. “Lucky draw”: select 1,000 lucky users to attend a park carnival in a dream-like-decorated park at night. 3. Consumers use their Magnum stick codes to send uniquely-made mobile card to their friends, spreading Magnum’s “Special Treatment” value to every costumer’s mind.

Insights, Strategy and the Idea

The strategy was to increase the frequency at which Magnum’s young white-collar target audience interacted with the brand - and purchased it. This meant creating deep engagement with consumers and strengthening Magnum’s communication idea “Special Treatment”. We decided to leverage the popularity of social gaming on Kaixin001.com, a key SNS platform drawing over 13 million daily users. The insight was our target audience’s belief that pleasure is a birthright: so we enabled them to win special pampering treatments which they could also spread virally.