How can Magnum overcome industry standards in an oversaturated digital space to provide a digital brand experience that people would want to spend time on repeatedly?

Staying true to pleasure has always been Magnum’s brand ethos. With the launch of their latest and most decadent offering to date—the Double Gold Caramel Billionaire—Magnum wanted to not just drive product trial, but also increase brand awareness and strengthen brand love.

With brands pivoting online to drive engagements, typical live brand experiences are now digital. But that brought about new challenges—an oversaturated digital space meant having to fight for the attention of an easily distracted audience. With an industry average of 2.5 mins per online session, exceeding industry standards became our key objective. We needed to overcome the noise and provide a brand experience that people would want to spend time on repeatedly.

We turned Singaporeans into overnight billionaires with the Magnum Pleasure Auction—a highly addictive, simple, ‘earn, bid, and win’ mobile game featuring Magnum Gold Coins and limited-edition luxurious prizes!

Built upon a universal human truth – everyone has at one time, or another, dreamt of a more

luxurious lifestyle - we decided to offer everyday Singaporeans a truly elevated and pleasurable

experience by transforming them into overnight Billionaires.

Introducing the Magnum Pleasure Auction: a live, PvP, mobile auction game that ran 24/7 for 2 weeks. Akin to a high-end auction house such as Sotheby's, players could complete in-game missions, take on social media challenges, engage with our campaign influencers, and even purchase ice cream to earn Magnum gold coins, and in turn, use them to bid against each other for over 2,000 limited-edition, branded auction lots!

Tap onto Singaporeans’ FOMO and competitive mentality for limited edition merchandise.

Driven by their fear of missing out, Singaporeans are competitive and are willing to queue for hours just to acquire limited edition merchandises. When it comes to brand interactions, they seek simplicity—Singaporeans only respond when the required commitment is small and are highly driven by incentivisation.

Our approach would require us to create something that is easily accessible, addictive, simple to understand, had no significant barriers to participate and generated competition among the players. The simple ‘earn, bid and win’ mechanics invited Singaporeans to outbid one another, allowing only one winner at a time. To increase brand engagements, we introduced an in-game currency that was distributed across multiple channels as a means for Singaporeans to earn and boost their winning chances. This created a behavioural loop—the more they interact, the more they earn to bid and win.

The Gameplay – a simple ‘earn, bid and win’ mechanic had players hooked. More than 2000 limited-edition swag were created and put up on auction round-the-clock throughout the 2-week campaign. Bids happened instantly and through instant gratification, prizes were rewarded every minute.

The Magnum Gold Coin – Players bid against each other using Magnum Gold Coins. Actions such as registering, completing in-game milestones, friend referrals and purchasing Magnum ice cream all rewarded players with coins.

Omnichannel Approach – we engaged media and influencers with a golden auction kit complete with champagne, branded glasses, and unique codes to distribute Magnum gold coins to followers and drive registration. Singapore's streets, shops, and stations were turned golden with OOH and POS executions. Social media were leveraged to drive participation, drop coins, and highlight auction lots. Interactive challenges were released on social media throughout the 2 weeks for the chance to boost coin stashes.

Magnum became the number 1 ice cream in Singapore, and we exceeded the industry average online session duration by 260% with an average of 6.5 minutes per session!

In a small market of 5 million population, we managed to achieve an audience reach of 17.5 million for a total S$1,647,400 PR value. The game saw more than 121,000 visitors, with players clocking an average of an astonishing 6.5 minutes per play session. We pulled close to 500,000 brand interactions, with 30% of the total player count being referrals. We also achieved Magnum’s most engaged social post ever, at close to 9,000 engagements, outperforming 2022 campaign by 400%.

The campaign captured a total of 2.5 billion coins earned and spent, making this a truly billionaire experience. The success of the campaign pushed the brand’s market share to a high of 20.7%, making Magnum the top ice cream brand in Singapore!