Pleasure Hunt 2 Across the globe
Magnum Infinity Ice-cream
Issue 23 | May 2012
Agency
Lowe Brindfors, Stockholm
Creative Team
Creative Directors: Patrik Westerdahl, Petter Lublin; Copywriter: Henrik Haeger; Web Designer: Ellinor Bjarnolf, Rasmus Sjoborg; Strategy Director: Oscar Erlandsson; Account Director: Tina Jarlerud; Digital Producers: Lisa Flacke, Sofia Jonsson; Account Managers: Jessica Nordlund, Emma Branting
Production Team
Production: B-Reel/B-Reel Films ; Sound: Plan8
Other Credits
Global Senior Vice President, Magnum: Mick van Ettinger; Global Brand Development Director, Magnum: Sophie Galvani; Global Senior Brand Development Manager: Alper Eroglu; Global Assistant Brand Development Manager: Camilla Scognamiglio
Date
April 2012 - ongoing
Background
2011: To launch Magnum’s new brand promise “For pleasure seekers”, a trail of chocolate bonbons was placed across the internet leading people to the internet’s ultimate pleasure, The new Magnum Temptation. The concept was called Pleasure Hunt.
It fast became an online hit and was the most tweeted site in the world as nearly 8 million people each spent an amazing 5.5 minutes on the site.
This spring, 2012, to further reinforce the promise of pleasure seekers online and to introduce the new ice-cream Magnum Infinity, Pleasure Hunt 2 was introduced.
Idea
In Pleasure Hunt 2, players around the globe were invited to re-join the heroine, this time negotiating her way through New York City, Paris and Rio de Janeiro using Bing Streetside View.
Now there were not only chocolate bonbons to hunt but also rare bonus cocoa nibs that boosted the gamer’s performance, as in the old games of yesteryear.
Other tributes to classic arcade games were also given a contemporary twist. For example, Frogger was now set in a New York traffic jam, Balloon Fighter was now in Paris. And California Games Surfing was moved to an Ipanema wave in Rio.
As in the first Pleasure Hunt game, to enrich the authenticity, other well-known brands such as Bulgari, KLM and quicksilver were incorporated in the gaming experience.
In the end, reaching the ultimate pleasure: The New Magnum Infinity, people could enter the high score list and share their score or challenge friends via Facebook or Twitter.
Play the game at http://pleasurehunt2.mymagnum.com
Results
Not yet available
Our Thoughts
Admittedly, surfing through chocolate bonbons isn’t completely natural, but the simplicity of the game and the choice of locations makes this second version worth playing as much as last year’s effort. And it helps that those Magnum bars are darn tasty.