We needed to communicate the new campaign message and new products, support the promotion campaign and the fashion concept within the same strategy by strengthening the link between them.

Magnum Pink&Black Night was designed to cover all those requirements and was announced by an integrated media plan. Magnum Pink&Black Night was empowered with local activations and brand ambassador Orlando Bloom.

First, Dogan Group media partnership created hype around the campaign.

Second, we began by announcing the Night and informed consumers that they will choose the theme colour of the Night via a Twitter activation. Consumers started to vote the colour on Twitter by #Istanbulpinkorblack?

The Night itself was the third phase. Ozgur Mansur, famous Turkish fashion designer, ran a fashion show on Pink&Black collection. The Night was aired live on CNNTurk and Twitter. Magnum’s special led-dress turned to Pink reflecting the winner colour as well as Bosphorus’ most important landmarks.

Campaign reached more than 25m people. Social media coverage boosted by 970%. 35m imp and 100K live views on Twitter. 5h43min of visibility on TV with 3o different TV shows. and $1.2m PR value. At the end of Magnum Pink&Black campaign, Magnum’s awareness scores increased from 89% to 97% (Millward Brown Unilever GTS pursuit, June 2013) and Magnum’s share of market increased from 89,9% to 91,9% (AC Nielsen Turkey Ice Cream category pursuit).

The activation on Twitter became the first “Global Twitter Case” of Turkey.