In our weekly round up series, we’re taking a look at Magnum’s Pink & Black social media campaign.
Magnums are one of the many ice-cream products produced by Wall’s – itself a part of Unilever’s Heartbrand group.
Its distinctive, luxury branding is aimed a female, 15-35 year-old target audience. Previous digital marketing campaigns include the ‘Pleasure Hunt Across the Internet’.
Pink Or Black
Magnum’s latest £13 million brand campaign is spread across multimedia experiences that ask their fans to choose between one of two new flavours – Pink Raspberry or Black Espresso.
The difference, aside from their flavour, is the mood they evoke. Pink for fun and playfulness, Black for confidence and sophistication.
The campaign has a dedicated microsite that hosts voting for countries across Europe to decide which flavour is their favourite.
There is also a Twitter hashtag vote, inviting people to choose between #MagnumPink or #MagnumBlack in order to decide whether the London Eye will be lit up pink or black.
As part of an experiential marketing stunt, Magnum will take over Regent Street with a Pink & Black party featuring shopping events, fashion shows, performances, a sampling campaign and immersive installations.
Magnum have also installed free Wi-Fi on five London buses, to dispense activity recommendations to users depending on whether they’re feeling playful or sophisticated.
The brand has also enlisted Mollie King (of pop band The Saturdays) for a Twitter Takeover Q&A.
According to Nicola Rolfe, brand manager for Magnum, “our new campaign captures the luxury and indulgence which consumers associate with the Magnum brand, while communicating the two new ice creams as two options for very different moments.”
Launching on April 1st, 2015, the Pink & Black campaign has achieved over 11,000 mentions across the web, with 10% of these considered positive by Brandwatch’s algorithm.
Alongside their TV spot, Magnum has a selection of on-brand content across their social channels. This includes a bespoke cover and profile images on Facebook and Twitter, video and imagery on Twitter and out-of-home ads.
Magnum appears to have thought of everything.
From the classic TV and print ads, to an active social media effort, branded microsites, Celebrity Q&As, multimedia experiences in London and an out-of-home party in the capital’s luxurious Regent Street, the ice-cream brand certainly understand the ‘go big or go home’ mentality that it takes to solidify your position in the marketplace.
As with any truly great marketing campaign, the social is driving engagement while the experiential is making the campaign newsworthy.
Over To You
What do you think? Have you spotted a clever campaign?