Results and Effectiveness

Driving virality: With a true innovation ‘Special Treatment 2010’ became the first branded game to connect with these through rewards that were effective in both. ‘Special Treatment 2010’ was able to become part of their natural gaming portfolio. Results: The biggest ever branded game on Kaixin001 6.6 million downloads achieved within 4 months of launch 700,000 peak downloads within one single day 110,000 joined Magnums community with 1 million visits in Kaixin001 10,000 invitations were delivered for Magnum’s red carpet events More than 200 winners will be invited to Magnum’s Special Treatment cruise trip

Creative Execution

Bringing it to life: There were 3 clear connections between the reward system and the real world. 1. The treatments each player could gift to another were closely linked to experiences not items. They gave soothing spa, moonlight dinner on board, red carpet treatments in carnival events. 2. Players win not only virtual items but also real world experiences. Prizes included a cruise for 200 people and tickets to Magnum’s red carpet events in Shanghai and Beijing and nearly 30,000 product vouchers. 3. Activations like a virtual carnival bought to life the brand essence offering an intense Magnum experience that drove consumer word of mouth. Linking to sales: Purchasing the product enhanced aspects of the game-play. Entering a code from Magnum sticks gave you extra chances to gift friends and opportunities for grand prizes.

Insights, Strategy and the Idea

Following 2009, Magnum owned ‘Special Treatment’ a simple SNS game where consumers treat other players to win Magnum vouchers. We believed that the game should be overhauled to better leverage fresh insights into social media behaviors to deliver on campaign goals: awareness of Magnum and activating consumer engagement. The re-vamping of ‘Special Treatment 2010’ led to it becoming, the biggest branded social game on Kaixin001, China’s foremost white collar SNS. Consumer Insight: Analysis of industry research data and collaborative workshops identified an audience who define themselves by how they live their lives and experiences they collect. Media Insight: Through social media we made virtual experiences real by making it a part of a conversation between friends. Giving to and receiving from friends becomes an indulgent experience. The Idea: Virtual & Real World Special Treatments Bridge real and social media worlds with brand relevant rewards to re-enforce product and brand understanding.