In 2011 we created a classic platform game for Magnum. This year we took one step further and made an interactive 3D experience to launch the new Magnum Infinity ice cream. We teamed up with Bing street view, so you can steer a heroine as she runs through New York, drives through Paris and surfs off Rio de Janerio. The goal is to collect chocolate bonbons (the main ingredient in Magnum Infinity), then share the score in social media and challenge your friends to beat it. We added real brands (Bulgari, KLM, Quiksilver) for authenticity, and paid hommage to classic arcade games (Frogger, Balloon Fighter, California Games) for fun. There’s even an Easter egg.

The bought media campaign included display ads, including Facebook ads, with tailored messages. For earned channels we integrated integrated social destinations into the site, including a mini-tournament for Facebook. In personal videos the heroine of the game addressed the most important Twitter users. There was also a making-of-video for die hard fans. Finally, an augmented reality game was activated in Amsterdam.

After less than 1 month out of the 12 month campaign, the activity has delivered more than 500,000 visits, with an average time spend of 3.5 minutes. The dailyaverage visits supersedes most monthly visitor numbers of other competing FMCG brands, according to comscore and web trends. The primary traffic drivers have been owned social media such as the Facebook fan page, reflecting the success as a follow-up, and viral spread consumer-to-consumer, generating more than 15m impressions via social sharing. As for the client they have already briefed us on Pleasure Hunt 3.