• Situation

Magnum needed to launch Double Gold Caramel Billionaire in a spectacular way. With the help of Miley Cyrus, Magnum created a musical performance that shone through.

The Lipsync experience was part of the wider "Miley In Layers" campaign - the first virtual concert using 8D technology to create a “layered” effect on the sound. The show featured three exclusive covers that represented her multiple styles – Hate me (Folk), Gimme what I want (Pop) and Miley’s Touch (Rock). This 100% digital experience was available for seven days on Magnum’s YouTube channel.

• Brief

How might we enhance the performance with an interactive experience using Machine Learning?

• Objectives

Create buzz for the launch of Magnum Double Gold Caramel Billionaire by giving fans the chance to interact with Miley's new single.

Lip syncing has long been a musical sensation. So when Magnum created a new campaign with Miley Cyrus, We saw an opportunity to create an online experience, powered by artificial intelligence, that fans couldn't resist. The chance to sing, just like Miley herself.

Starting on YouTube, this campaign for Magnum’s double gold caramel billionaire ice cream showcased Miley in all her layers with 3 songs, in 3 genres, performing to an online audience of millions.

Using Google TensorFlow, an open-source machine learning framework, and the Face Mesh library, we could test the world’s lip syncing talents like never before.

Our campaign was one of the first of its kind. Fully customised to our campaign aesthetic, the new and improved tech took Lip-Syncing to new levels of accuracy.

Enhanced with augmented reality visuals, users were scored on their overall performance, generating real-time scores based on hundreds of facial mapping points.

Artificial Intelligence (AI) and Machine Learning (ML) are hot topics in the tech space. At the same time, live concerts were scarce due to the pandemic.

To allow the audience to participate in a deep, personal way with Miley, Magnum partnered with Google to deliver a lip-syncing experience.

Since the experience only requires lip syncing and not actual singing, more people were able to participate and get high scores.

• Implementation

The lip sync experience was available both on mobile and desktop, increasing the surfaces where people could access the microsite. No app installs were required, thus reducing a big barrier to participation.

• Timeline

The website went live on 10th June 2021 and is still live.

• Placement

Discovery of the lip sync came from multiple locations. The campaign landing page, the description of YouTube Premiere video, social media, and also when fans shared their scores from the lip sync.

• Scale

The experience was available worldwide.

• Reach

People from 104 countries used our lip-syncing experience

20K Sessions

UK: 13.69%, Mexico: 12.87%, Spain: 9.15%, USA: 9.11%, Other: 55.18%

Age: 25-34: 32.32%, 18-24: 23.46%, 35-44: 18.68%, Other: 25.54%

• Engagement

People were 50% more likely to engage with the full AI experience than they were to consume Miley content on .com, and 6% more than consuming content on the Miley landing page on .com.

They were also keen to use the experience, so much so the bounce rate was very low – 93% lower than the whole Miley campaign on .com.

• Impact

Magnum’s key brand metrics positively in key target markets, while the activation resonated globally with Miley’s fans:

The "cool and trendy" image of Magnum grew by 10% in UK and France.

Brand affinity among the youth grew by 15% in France and 16% in Germany.