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, live brand experiences went digital. But that brought about new challenges—an oversaturated digital space meant having to fight for the attention of an easily distracted audience. We needed to overcome the noise and provide a brand experience that people would want to spend time on repeatedly. With an industry average of 2.5 minutes per online session, exceeding this standard became our benchmark.

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

Every Singaporean dreams of becoming a billionaire—which is why they indulge in lotteries, among other activities, hoping to become rich overnight. Having the ability to live in decadence without thinking twice about work and money—the experience of being wealthy, even if for a moment—is one of the things in life that gives us true pleasure.

The idea—the Magnum Pleasure Auction—turned Singaporeans into overnight Billionaires by offering them a peek behind the curtain of a truly luxurious lifestyle, with an activity typically reserved for the wealthy, providing chances to win limited edition items that exude a luxurious lifestyle.

We leaned on cultural quirks to create an experience that resonates with Singaporeans who had the purchasing power for Magnum’s products, aged 25-34.

Singaporeans have their own word for the fear of missing out— ‘Kiasu’. Driven by this cultural quirk, they are known to be highly competitive and are willing to queue for hours just to acquire limited edition merchandise or to be the first to experience something new. When it comes to brand interactions, they seek simplicity—they only respond when the required commitment is small and are highly driven by incentivization.

Knowing that our audience is easily distracted and are already overwhelmed by an oversaturated space with brands fighting for their attention, our experience needed to be easily accessible, addictive, simple to understand and had no significant barriers to participation. To drive further engagements, our approach was to reward them the more they interacted with the brand.

With the mobile game as the centerpiece, we leveraged omnichannel touchpoints and Magnum Gold Coins to drive brand awareness and interactions.

The Gameplay: a live, player-vs-player, mobile-based auction game that ran 24/7 for 2 weeks. The simple ‘earn, bid, win’ mechanics had players always engaged.

The Hook: more than 2000 limited-edition Magnum swag were put on auction round-the-clock. Bids happened instantly; prizes were rewarded every minute.

The Magnum Gold Coin: players bid against each other using in-game currency that were earned through in-game actions, purchases, referrals and participating in engagements over social.

Artist collaboration: we commissioned an influencer-artist to create Magnum-inspired artwork, applied to the prizes, making them more coveted.

Generating awareness: social posts and ATL advertising helped drive awareness while influencers drove participation through unique code giveaways that rewarded Magnum Gold Coins.

On-ground installation: we created a chic pick-up for players to redeem winnings and earn Magnum Gold Coins.

Magnum became the number 1 ice cream brand, and we outdid the industry average online session duration by 2.6x – smashing our core KPIs!

In a small market of 5 million, the 2-week campaign achieved an audience reach of 17.5 million for US$1,240,973 PR value. The game saw more than 121,000 visitors, 374% more than last year, and pulled close to 9,000 engagements for Magnum’s most engaged social post ever, outperforming 2021 by 400%. We achieved almost 500,000 brand interactions, with 30% of total players being referrals.

The campaign captured a total of 2.5 billion gold coins earned and spent, and players clocked an average of 6.5 minutes per session—2.6x the industry standard, making this a truly billionaire experience. We successfully pushed the brand’s market share to a high of 20.7%, from a low of 15.9% the year before, making Magnum the top ice cream brand in Singapore!