Staff Reporters
Apr 17, 2013

Magnum moves successful 'Pleasure hunt' game to mobile arena

GLOBAL - Unilever ice cream brand Magnum, through Lowe Brindfors in Stockholm, has launched 'Pleasure Hunt 5 Lost Kisses', the first mobile version of a popular game that was in previous years available only via PC.

The interactive 'Pleasure Hunt' digital game was launched in 2011 and repeated in 2012, and has since attracted 23 million players. The mobile version comes with new characters, a richer story and a fun twist, which follows a beautiful, young Pleasure Seeker Princess as she comes up against a series of exciting scenarios to save a handsome Prince who has been kidnapped by 'Bad Girls'.

Users can play five different games, with the end goal of each being the discovery of five different Magnum Kiss products, which are inspired by the French patisserie. The mobile format allows users to play the game without any downloads or non-standard software.

In-game integration includes Twitter, where a small bird helps the Princess deliver clues through tweets from the Prince; as well as makeup brand Make Up Forever, where the Princess uses a giant mascara to fight against the Bad Girls.

The launch of the mobile game came after Unilever’s announcement that it increased digital spends by close to 40 per cent last year, while Magnum will continue to lead the big investment in this space with its innovative digital campaigns this year.

Magnum is also unveiling a new interactive experience called 'The Magnum Moodometer' to celebrate new Pink & Black ice creams––the two ice creams reflecting the different sides of our personalities.

The Moodometer allows users to act as a DJ in an online experience. The consumer's expressions and dance moves are monitored and measured by the user’s computer via a webcam, with the music and visuals then reacting and responding accordingly. Results can be shared with friends, of course.

Alper Eroglu, global senior brand development manager, digital & social media at Magnum, noted that the ice cream brand has high hopes that “Pleasure Hunt 5 Lost Kisses” and the 'Magnum Moodometer' will continue to entice its audiences after the successful launch of Magnum Pleasure Hunt games in 2011 and 2012.

“At Magnum, we’re always looking to reinvent new, exciting concepts to continue building brand awareness and engage consumers––the Moodometer and the Pleasure Hunt saga are great examples of this,” he added. “We know the digital space is a key channel for our consumers, and we’re dedicated to bringing them increasingly engaging and shareable experiences.”

Patrik Westerdahl and Petter Lublin, creative directors for Magnum at Lowe Brindfors, said the latest installment of the Pleasure Hunt series has taken a traditional story line and turned it on its head.

“The campaigns are totally different in character, but have something in common: an engaging idea that invites people to actively take part of a deeper digital experience.”

CREDITS

Lowe Brindfors
Credit List: Pleasure Hunt 5 Lost Kisses
Account Director: Tina Jarlerud
Strategic Director: Oscar Erlandsson
Digital Producer:  Sofia Jönsson
Executive Creative Director: Rickard Villard
Creative Director: Patrik Westerdahl, Petter Lublin
Copywriter: Henrik Haeger
Account Manager: Jessica Nordlund, Anna Tanser Wohlin
Technical Producer: Tobias Löfgren

Production house: B-Reel / B-Reel Commercials (Creative Director: Lars Bjurman, Director: Patrik Gyllström)
Production sound: Plan8
Banner production: Bannerboy

Credit List: Magnum Moodometer
Account Director: Tina Jarlerud
Strategic Director: Oscar Erlandsson
Digital Producer: Markus Björk and Sofia Jönsson
Executive Creative Director: Rickard Villard
Creative Director: Patrik Westerdahl, Petter Lublin
Creatives: Kalle dos Santos, Josephine Wallin, Henning Wijkmark, Martin Bartholf, Henrik Haeger
Account Manager: Jessica Nordlund, Anna Tanser Wohlin
Technical Producer: Tobias Löfgren

Production website: ACNE Production
Production sound: Plan8
Production film: It's Showtime
Production banners: Bannerboy
 

 

Source:
Campaign Asia

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